Bath & Body Works will spotlight the sneakily powerful sense of smell via its Come Back To Your Senses creative platform, kicking off with a new commercial featuring Jessica Williams from the AppleTV+ comedy Shrinking that plays off of high-tech tech announcements. In the ad, which will air during the Kentucky Derby on May 3, Williams “teleports” via the power of scent to a lavender field, a teenager’s bedroom and the bathtub.
Additionally, Bath & Body Works will bring the power of fragrance to music festivals with its Scent x Sound Labs. At the upcoming Just Like Heaven and Sand in My Boots festivals, attendees will experience an immersive multi-sensory experience designed to create a unique scent-memory connection. The retailer is planning more such experiential integrations in 2025.
“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 experiences — from the feeling of being on the beach, a cherished family memory or your signature scent that makes you feel like you,” said Jamie Sohosky, Chief Marketing Officer at Bath & Body Works in a statement.
Bath & Body Works has long been a believer in the power of scent; in June 2024 the retailer partnered with Accenture on new capabilities, including a gen AI-powered Fragrance Finder designed to help customers find a fragrance tailored to their individual preferences. The retailer also introduced its new Gingham+ store design in March 2025, featuring experiential elements such as scent bars where customers can test candles and Wallflowers home fragrance refills.
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“Bath & Body Works believes passionately in the important role fragrance plays in our daily lives, and through Come Back To Your Sense, we are on a mission to ensure no one ever takes their sense of scent for granted again,” said Sohosky.
