05.15.23
Bath & Body Works wants to take its men's business to the next level. In the past three years, the retailer has grown its men's category by nearly 50% through continued product evolution and assortment expansion. This month, BBW is rolling out a number of new products, including new skincare and beard products.
The new products include Daily Face Wash, Exfoliating Face Wash, Daily Face Lotion, Hydrating Face Cream, Beard & Face Wash, fresh, clean and looking healthy, Beard Oil, Beard & Scruff Cream.
And, timed for Father’s Day, Bath & Body Works is also bringing back its Hero fragrance with an expanded assortment that includes the brand's core lineup of body care products including: cologne, body wash, ultimate hydrating body cream, body spray and the new antiperspirant deodorant.
Men’s has been one of the fastest growing categories for Bath & Body Works over the past three years.
The Columbus, OH-based company—ranked No. 5 in Happi's 2022 Top 50 Report, which profiles the largest players in the US beauty, personal care and cleaning categories—has 1,800 company-operated locations in the US and Canada and more than 425 international franchised locations.
"We created the Men's Shop as a way to give the growing male customer base their very own destination within our brand to create and customize a product experience to complement their lifestyle," said Betsy Schumacher, chief merchandising officer at Bath & Body Works. "Because we know these customers are not only incredibly loyal, but also highly engaged and eager to try new products, we are constantly looking for ways to introduce them to on-trend fragrances, must-try key items and white space categories that will make their routine as fun as it is functional."
The new products include Daily Face Wash, Exfoliating Face Wash, Daily Face Lotion, Hydrating Face Cream, Beard & Face Wash, fresh, clean and looking healthy, Beard Oil, Beard & Scruff Cream.
And, timed for Father’s Day, Bath & Body Works is also bringing back its Hero fragrance with an expanded assortment that includes the brand's core lineup of body care products including: cologne, body wash, ultimate hydrating body cream, body spray and the new antiperspirant deodorant.
Men’s has been one of the fastest growing categories for Bath & Body Works over the past three years.
The Columbus, OH-based company—ranked No. 5 in Happi's 2022 Top 50 Report, which profiles the largest players in the US beauty, personal care and cleaning categories—has 1,800 company-operated locations in the US and Canada and more than 425 international franchised locations.
"We created the Men's Shop as a way to give the growing male customer base their very own destination within our brand to create and customize a product experience to complement their lifestyle," said Betsy Schumacher, chief merchandising officer at Bath & Body Works. "Because we know these customers are not only incredibly loyal, but also highly engaged and eager to try new products, we are constantly looking for ways to introduce them to on-trend fragrances, must-try key items and white space categories that will make their routine as fun as it is functional."