The Rebrand That Was in on the Joke
How does an identity crisis turn into a content strategy?
Bath & Body Works
You Can’t Smell a Feed
How do you make a sensory collection click with a new generation?
Background
Fruit Fusion by Bath & Body Works brought together four fruity scents and skincare benefits. The challenge was conveying the collection’s sensory appeal in a social feed.
The brand wanted more than a seasonal product drop. It needed to reconnect with millennial shoppers, attract Gen Z, and strengthen its place in beauty and fragrance culture.
Social feeds were already crowded with product routines and recommendations. To get people’s attention, Fruit Fusion by Bath & Body Works needed a recognizable personality and a playful take on those familiar formats.
Journey
So we built a social launch around a personality people already knew.
Hilary Duff became the face and voice of Fruit Fusion by Bath & Body Works, bringing millennial nostalgia and a playful energy that fit the collection. We helped secure the partnership and shaped the launch around her, translating scent into color, humor, and reaction.
The campaign invitation set the tone: “It’s getting juicy. Introducing Fruit Fusion by Bath & Body Works. Fruity scents. Real juicy benefits.”
From there, we extended the idea across a wider creator group on Instagram and TikTok, giving each creator room to interpret those scents and benefits through scent-inspired looks, body-care routines, and product moments. We also created organic social content for Bath & Body Works, supported the launch with paid social, and answered more than 2,000 comments as momentum grew.
When the campaign appeared on a Times Square billboard, we captured the real-world moment and shared it with the brand’s social community to extend its reach. Coverage from Glossy, Allure, The Zoe Report, and People carried it further. Ad Age named Bath & Body Works a Marketing Winner of the Week.
Outcomes
The results? Juicy.
- 100Msocial impressions across creator, brand, and paid content on Instagram and TikTok
- $3Mearned media value, roughly 3X the brand’s typical influencer campaign
- 451kengagements, including 90K in the first week, a brand record
- 50knew Instagram and TikTok followers, a 317% increase vs. the brand’s typical three-week gain
- 95%positive sentiment
The millennial queen is putting bath & body works back on the map!”
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