Fragrance Focus | Bath & Body Works Bets On 600 Campus Stores

Fragrance Focus

This week, here’s what’s happening in fragrance marketing:
- Bath & Body Works enters 600 campus stores this fall
- Mintel names identity and wellness as 2025 growth levers
- Voluspa rides “Wicked” movie hype with limited candle drop

🌟 Editor’s Pick - Incrementality Over Instincts

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That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

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• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

DISTRIBUTION STRATEGY
Bath & Body Works Targets Gen Z on Campus
Bath & Body Works will place top-selling boycare and home fragrance SKUs in 600 U.S. college-run stores this back-to-school season—its first large-scale venture beyond owned retail. The wholesale test plugs the $7.4 bn brand directly into dorm life, offering low-CAC reach to Gen Z while rewriting its distribution and media math. Campus retailers, Gen Z shoppers and competing masstige fragrance lines will feel the pressure.

MARKET OUTLOOK
Mintel Maps Four Forces Shaping Fragrance In 2025
Fresh Mintel analysis spotlights identity, wellness, climate impact and digital culture as the macro forces redrawing fragrance demand. Expect share gains for niche, genderless and functional scents as Gen Z layers, samples and shops via social commerce. Brand roadmaps, R&D briefs and channel priorities must pivot now.

DIGITAL INTELLIGENCE
Vogue Business Tracker Exposes Emerging Fragrance Search Spikes
Vogue Business has teamed with Spate to publish a Beauty Trend Tracker that surfaces the fastest-rising TikTok and Google searches—this week led by multisensory “watsu massage” and stress-relief gummies. 

The report spotlights fragrance, where consumer searches reveal a rising appetite for gourmand and nature-inspired scent profiles—think raspberry, honey and pomegranate—alongside elevated niche notes like saffron and matcha. As fragrance becomes a vehicle for emotional storytelling and self-care, brands blending heritage, accessibility, and sensorial design—from Aesop to Snif—are capturing attention across both personal and home scent categories.

⚡QUICK READS

Lèlior Opens First Permanent Store: Natural-only home-fragrance start-up Lèlior debuts a South Florida boutique, validating retail demand for 100% ingredient-transparent diffusers and DIY scent bars. (More)

Voluspa Joins ‘Wicked’ Mega-Collab: Voluspa’s limited candle duo anchors Universal’s “Wicked: For Good” licensing push, showing how film IP is becoming a storytelling shortcut for prestige home fragrance. (More)

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