Beauty retailers are pulling out all the stops to amp up the joy and magic this holiday season. Sephora launched the beginning of the holiday season in style with a video featuring Mariah Carey declaring “It’s time!” the day after Halloween. And Bath & Body Works isn’t waiting for shoppers to visit its stores to introduce its holiday scents — the retailer will be releasing scent-infused activations at malls, movie theaters and even New York City’s Grand Central station.
Bath & Body Works Brings its Scents to the Masses
Bath & Body Works’ holiday campaign focuses on scent, and the experience won’t be relegated to the retailer’s stores. This year, Bath & Body works is bringing three signature scents — Fresh Balsam, Snowflakes & Cashmere and Twisted Peppermint — to life through “scent-igrations” at movie theaters, malls and the New York subway.
The brand is engineering a scent takeover of NYC’s Grand Central subway station, marking the first time a brand has diffused scent through the city’s subway system. At Grand Central, subway riders will be welcomed “All Aboard the Holiday Spirit” with the scent of Bath and Body Works’ Fresh Balsam throughout the Shuttle platform and in the corridor leading from the Shuttle to the 4, 5 and 6 trains. The scent will be supported by station ads throughout the Grand Central subway station.
And that’s not all — Bath & Body Works also 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. Right before moviegoers enter the auditorium for their film, they’ll see a poster with “Holiday Spirit is a scent away” messaging. Inside, the auditorium will be filled with the smell of Fresh Balsam and the Bath & Body Works holiday ad will play as they are seated.
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“We’re bringing the holiday season to life for consumers in new and unexpected ways,” said Jamie Sohosky, Chief Marketing Officer at Bath & Body Works in a statement. “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.”
Additionally, interactive kiosks will be placed in 46 high-traffic malls across the U.S., inviting shoppers to explore, engage and experience the brand firsthand.
Stores themselves will be designed for “try and smell,” with train-inspired fixtures, gift-recipient-focused layouts, seasonal window displays at 30 pilot stores and interactive try‑and‑smell stations.
“The holidays are such a special time in our stores,” said Ron Ford, Chief Stores Officer at Bath & Body Works in a statement. “It’s when the magic really comes alive, thanks to our incredible associates. We’re all about creating joyful, personalized moments through scent storytelling and hands-on product demos that truly bring our brand to life. It’s those real, human connections that make every visit feel memorable.”
Sephora Taps Mariah Carey to Launch Holiday Campaign, Early-Season Sale
Mariah Carey, a.k.a. the Queen of Christmas, launched her new partnership with Sephora in her annual post-Halloween video marking the start of holiday festivities. This year’s video was reimagined in partnership with Sephora, set inside a Sephora-branded glam room and featuring the singer delivering Sephora-wrapped presents.
The video premiered across Carey’s and Sephora’s Instagram accounts as well as on Sephora’s Times Square billboard. The video release also coincides with the start of Sephora’s annual Give Something Beautiful campaign and Sephora Savings Event, which runs through Nov. 10. Customers can also now shop a curated selection of Carey’s favorite beauty products on Sephora.com.
“Our holiday campaign this year celebrates the notion of ‘glimmers’ — those small moments of joy that a gift of beauty brings — and there is no one that better embodies that sentiment than Mariah Carey during the holiday season,” said Zena Arnold, Chief Marketing Officer at Sephora in a statement. “Mariah’s It’s Time video is a cultural phenomenon that reaches consumers in a joyful, creative and highly shareable way, and this partnership enables us to amplify the festive spirit and be at the center of celebration and fun.”
