Bath & Body Works Launches Multisensory Holiday Activations

Bath & Body Works (Columbus, Ohio) launched its multisensory holiday campaign last week. The campaign includes an activation at Grand Central Station, exposing commuters to the brand’s three signature scents: Fresh Balsam, Snowflakes & Cashmere and Twisted Peppermint.

The campaign will also arrive at Chicago’s Clarke and Lake station, in addition to 46 interactive kiosks at malls across the country.

Select theaters in New York, Los Angeles and Chicago will feature “scentigrations” allowing moviegoers to smell Fresh Balsam while the brand’s 45-second commercial plays on screen.

“We’re bringing the holiday season to life for consumers in new and unexpected ways,” Jamie Sohosky, Chief Marketing Officer, Bath & Body Works, said in a press release. “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.”