Key takeaways
- Bath & Body Works is using its new Feel Good concept to simplify store navigation, clarify product benefits and make fragrance discovery more intuitive.
- The concept store blends experiential testing, digital guidance and flexible merchandising to help the retailer learn how shoppers want to engage in-store.
Bath & Body Works recently opened the first of its new Feel Good concept stores in Charlotte, NC, introducing a reimagined retail experience designed to make fragrance discovery easier and product benefits clearer.
The Feel Good concept advances Bath & Body Works’ Consumer First Formula, the brand’s strategic transformation plan that places the consumer at the center of every decision. In stores, that means using consumer insights to simplify navigation, make product benefits clearer and give consumers more ways to discover fragrances and formulas that fit their needs, according to company officials.
Feedback from consumers helped shape the format, highlighting shoppers’ interest in easier navigation, clearer information about ingredients and benefits, and a more streamlined testing experience. A simplified floorplan, focused product displays and dedicated testing spaces bring those priorities to life through a more contemporary expression of the Bath & Body Works brand.
New Concept Store Debuts in Charlotte With More Openings Planned
The Charlotte SouthPark Mall location that debuted on Oct. 23 is the first of three concept stores opening this fall, with additional openings planned in Easton Town Center in Columbus, OH, and Town and Country in Miami, FL.
“Our Consumer First Formula starts with listening to consumers and understanding what they want from Bath & Body Works,” said Maly Bernstein, chief commercial officer at Bath & Body Works. “The Feel Good concept brings those insights to life in new and innovative ways, while giving us an opportunity to test, learn and gather real-time feedback on fragrance discovery, trial and connection in our stores.
Consumer Feedback Shapes a More Intuitive Fragrance Discovery Journey
A curated product assortment highlights the brand’s signature fragrances and formulas, including Champagne Toast, Warm Vanilla Sugar, Japanese Cherry Blossom, In the Stars and Bath & Body Works’ Fruit Fusion and Essentials franchises.
Throughout the store, flexible feature walls, immersive testing stations and dedicated discovery zones encourage hands-on exploration of fragrances and formulas. Designed to evolve with consumer interests and seasonal trends, feature frames spotlight new product launches, iconic fragrances and product ingredients and efficacy, creating fresh opportunities for discovery throughout the year. Experiential touchpoints throughout the store invite consumers to engage with products in new ways, including an Eau de Parfum bar that celebrates fragrance discovery, a playful lip-and-blend station and dedicated sink zones that bring product testing and demonstrations to life. Interactive testing stations, including demo sinks, and a new digital Fragrance Finder help consumers explore products with confidence.
Through a quick, guided quiz, the Fragrance Finder matches shoppers with fragrance families and personalized scent recommendations based on their preferences, making it easier to discover new favorites. The concept introduces shoppable drawers to create a cleaner, more intuitive shopping experience, allowing consumers to browse products at their own pace while keeping the space feeling organized and inviting.
“As the first of three concept stores, Charlotte will help us better understand how consumers engage with our brand, informing how we continue to evolve the store experience while staying true to the warmth, joy and discovery consumers expect from Bath & Body Works,” said Bernstein.
Elevated Design and Product Storytelling Bring the Brand Experience to Life
The elevated design brings together natural stone, custom-colored tile and warm wood to create an inviting, thoughtfully designed environment that feels both authentic and grounded. Enhanced signage and product storytelling throughout the space highlight the ingredients, benefits and efficacy behind Bath & Body Works products, helping consumers make more informed choices.
Products are organized by fragrance family, including Warm & Woodsy and Fruity & Bright, creating an intuitive shopping experience that encourages exploration and makes it easier for consumers to discover scents they love.
“The intent behind our Feel Good concept stores was to create an environment that feels warm, authentic and beautiful while making it easier and more enjoyable for consumers to shop,” said Samantha Day, associate vice president of store design at Bath & Body Works. “Natural materials, a welcoming layout and thoughtful product storytelling come together to create a space that encourages discovery and helps consumers connect with the products they love in a fresh, engaging way.”
