Bath & Body Works launched its holiday campaign full of fragrance-forward experiences designed to delight consumers at every touchpoint. 

From immersive marketing moments to festive store environments, the brand is creating a season full of discovery and connection.

The campaign brings three signature scents—Fresh Balsam, Snowflakes & Cashmere, and Twisted Peppermint—to life through film, digital, out‑of‑home, a 3D billboard, and multisensory experiences in iconic spaces.

Jamie Sohosky, chief marketing officer, said, 

“We’re bringing the holiday season to life for consumers in new and unexpected ways. By diffusing our signature Fresh Balsam scent into iconic places like Grand Central Station and movie theaters, we’re creating moments of joy and festive spirit that reach consumers wherever they are—making the magic of Bath & Body Works part of their everyday experiences.”

‘All Abord’ Train Activation

The brand is popping up at train stations in Grand Central (New York City) and Clark and Lake (Chicago, IL), transforming commutes into brand encounters. 

Bath and Body Works is the first brand to diffuse scent as part of its in-real-life advertising takeover in the MTA system.

Subway riders will be welcomed to “All Aboard the Holiday Spirit” (BBW’s holiday campaign is called “Holiday Spirit”). The BBW Fresh Balsam scent will greet riders as they enter and exit the Grand Central Subway Station.

The holiday scent will be diffused throughout the Shuttle platform and the corridor leading from the Shuttle to the 4,5,6.

The scent will also be supported by the station ads throughout Grand Central subway featuring Fresh Balsam, Snowflakes & Cashmere, and Twisted Peppermint.

Movie Theatre Experience

Additionally, Bath & Body Works is offering “scent-igrations” in select theaters across New York, Los Angeles, and Chicago, where moviegoers will watch the brand’s new holiday ad spot while Fresh Balsam fills the air.

As moviegoers head to the auditorium, right before they enter, they will see the poster with “Holiday Spirit is a scent away” messaging. Then proceed inside the auditorium to their seats, where they will smell BBW Fresh Balsam upon entrance and, as they are seated.

Interactive kiosks will also pop up in 46 high-traffic malls, inviting shoppers to explore, engage, and experience our brand firsthand. 

Stores are designed to inspire holiday cheer, featuring train‑inspired launch fixtures. Thirty pilot stores feature seasonal window displays as part of the holiday rollout, telling the season’s story.

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