After launching on Amazon and at college bookstores in the U.S., Bath & Body Works is continuing with plans to expand distribution channels.
Next up is 600 Ulta Beauty stores in the U.S. and online.
Beginning July 12, Ulta will feature a selection of Bath & Body Works products across home fragrance and body care, including fine fragrance mist, body cream, hand soap, three-wick candles and Wallflowers.
Ulta has the exclusive on a nostalgic favorite scent, Juniper Breeze, available in fine fragrance mist and ultimate hydration body cream. There will also be an exclusive Mini Fine Fragrance Mist Set and a White Barn Neutrals candle collection.
This is part of Bath & Body Works chief executive officer Daniel Heaf’s Consumer First Formula strategy, already underway, which aims to boost innovation in core categories and exit ones like hair and men’s grooming; reignite brand position through more targeted moments and deeper creator advocacy, and acquire new consumers by meeting them where they are.
Maly Bernstein, Bath & Body Works chief commercial officer, said: “It gives us a chance to go after a new consumer and a highly engaged beauty and fragrance enthusiast, especially at Ulta, where they love to try new brands, discover new products, and then feel the quality of the ingredients.”
She believes this strategy compliments its own store offering. “We want to make sure that we’re making it easy for consumers to shop our brand, no matter the channel, as long as the channel is reflective of where consumers are shopping specialty, fragrance, beauty and self care. So, when we think about all these partnerships that we have, they’re a complement to our own channels, and they’re an introduction to the brand.”
On if there are more imminent distribution announcements to come, Bernstein said they will pause and monitor progress.
“We want to make sure that we pause, we get these right, we learn and we continue to listen to the customer,” she continued.
As for Ulta’s point of view, Lauren Brindley, chief merchandising and digital officer, said: “Bath & Body Works shares that same ability to resonate with a multigenerational guest, from younger guests discovering the brand for the first time to longtime fans who have grown up with its most-loved scents. This partnership allows us to bring a category-leading brand into the Ulta Beauty ecosystem in a way that expands how guests discover fragrance, body care, home fragrance and self care. We also see a meaningful whitespace opportunity in categories like home fragrance, hand soaps and body care.”
Ulta has recently expanded into the Middle East and Mexico, but for now Bath & Body Works products will only available in its U.S. stores.
“We are excited to introduce Bath & Body Works to Ulta Beauty guests through this initial launch and will continue to listen to guest response as we evaluate future opportunities,” Brindley said.
