Bath & Body Works x Gen Z with massive Campus Launch

In a move that blends retail strategy with Gen Z vibes, Bath & Body Works is officially launching in over 600 U.S. college bookstores marking the first time the brand has expanded beyond its own stores into 3rd party retail. Goal according to the Brand: 'A strategic move to deepen Gen Z engagement.' The deal is a partnership with major book stores in college campuses Barnes & Noble College and Follett Corp., will include a standing Kiosk/display inside the bookstores featuring a curated assortment per demographic. So far universities include George Washington, Boston College, and lots more.. 

The campus assortment will feature fan fav’s scents such as Champagne Toast, Mahogany Teakwood, Dorm-safe wallflower diffusers and plug-ins, Hand soaps, mini sanitizers, candles, and body care essentials.  Hope my personal fav is also included, the Aromatherapy line, so Zen, not as 'Scenty'..  I see candle’s in the line up, do not think it’s a good idea for students.

Betsy Schumacher, The Chief Merchandising Officer at Bath & Body Works, commented, “It was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most. By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.”

Price point of the merch is great for students actually plus they always have great sales and incentives such as points, gift sets, buy 1, get 1 free, etc. The brand has a cult following across Generations so this may just work out. Actually curious to see how Gen Z grasps this, so many other beauty brands out there.  I feel like Gen Z is the generation that is all about 'getting your face beat,' lol aka 'make up, beauty etc.  Prices range from approx. $4.50 & up.  Curious to see how this works out, so far, a good idea! 

images via BBW online