Bath & Body Works expanded its “Come Back To Your Senses” creative platform with a campaign that illustrates the power of fragrance as it connects consumers to their emotions, memories, and moods. 

Jamie Sohosky, chief marketing officer at Bath & Body Works, said, 

“While today’s consumers live in a largely digital world where sight and sound reign supreme, the reality is our sense of smell can connect us to our most vibrant life… Bath & Body Works believes passionately in the important role fragrance plays in our daily lives, and through Come Back To Your Senses, we are on a mission to ensure no one ever takes their sense of scent for granted again.”

The new campaign video stars Emmy Award Nominee Jessica Williams from the AppleTV+ comedy “Shrinking.” 

Taking a page from the tech industry’s innovation keynotes, the advertisement demonstrates scent as a powerful new device by evoking memories and transporting Williams to different places and times.

The brand will also connect scent and sound this summer, bringing the power of fragrance to music festival goers via Bath & Body Works’ Scent x Sound Labs. 

At the upcoming Just Like Heaven and Sand in My Boots festivals, attendees will experience an immersive, multi-sensory experience where fragrance and music converge to create a unique scent-memory connection. 

With more experiential integrations planned this year, Bath & Body Works will celebrate the ways scent and fragrance can help consumers live more fully.

Bath & Body Works’ “Come Back to Your Senses” advertising debuts on May 3, 2025, during coverage of the Kentucky Derby. In the following days, it will air during the NBA Conference Semi-Finals and the Met Gala, and then it will continue via various streaming services. 

The advertisement was created by G1, Publicis Groupe’s bespoke integrated team led by The Community.

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