Every year, Bath & Body Works introduces a scent that it hopes will break through during the shopping season. It doesn’t have to smell like gingerbread.The New York Times reports that Bath & Body Works introduces a new scent every year in hopes of standing out during the holiday shopping season. This year, the scent is called “Perfect in Pink” and it is not necessarily a traditional holiday scent like gingerbread. On a recent Thursday evening, a woman was seen trying out the “Perfect in Pink” lotion and mist at a store near Grand Central Terminal in Manhattan. She ended up purchasing several products, including a pink, bow-shaped makeup bag, which is just one small example of the retailer’s big holiday bet.
Bath & Body Works releases 250 new fragrances each year, but only puts significant marketing efforts behind a select few, such as “Perfect in Pink,” during the holiday season. This is a crucial time for most retailers, but especially for Bath & Body Works, which generates a large portion of its annual sales during this time. In 2023, the company earned 66% of its total net income during the holiday season. Some customers only shop at Bath & Body Works during this time of year, similar to how people flock to coffee shops for pumpkin spice lattes.
“Perfect in Pink” is a fruity gourmand scent with a cherry base note and is available in various products, including candles, hand cream, lip oils, hand sanitizer, and a high-end Eau de Parfum. The scent was released in October and is packaged in a hot pink bow-shaped box. In total, there are 29 products in the “Perfect in Pink” line.
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