Inventing the scent of Christmas: How Bath & Body Works comes up with its annual slew of holiday products
CNN
For some, tis the season when Starbucks’ holiday cups officially hit the counter. For others, it only truly feels like the holiday season when they can actually smell it. Bath & Body Works, the purveyor of scented products, has figured this out.
For some, tis the season when Starbucks’ holiday cups officially hit the counter. For others, it only truly feels like the holiday season when they can actually smell it. Bath & Body Works, the purveyor of scented products, has figured this out. Global research, the development of a core cult of repeat buyers and scents crafted to evoke food flavors, nostalgia or luxury are strategies the company has used to capture $7 billion of annual sales. In other words, sales blockbuster “Vanilla Bean Noel” is no accident. Every year, just in time for the holidays, Bath & Body Works brings out its holiday collection of candles, soaps, creams and room fragrances priced from to $1.95 to $26.95 per product. The year-end quarter that covers the runup to Christmas also happens to be the most crucial sales period for the retailer. “The holiday period makes up 38% to 40% of annual sales for Bath & Body Works, so it is a very big quarter for them also because their products are highly giftable,” said Lorraine Hutchinson, analyst with Bank of America Securities. That means the retailer has to keep delivering a fresh sensory take on the holidays year after year.
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