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Bath & Body Works
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How do you sell a fragrance where there is no sense of smell?
Background
Bath & Body Works wanted to make a splash during their Total Body Care Sale—one of the year’s most highly anticipated events. So they set out a challenge: how could they market fragrances in a medium designed for the eyes and ears? We answered with one of the first-ever TikTok Live shopping events. During the holiday rush, this two-hour livestream on Bath & Body Works’ TikTok channel brought festivity straight to social feeds.
Hosted by influencer Peyton Black and brand lead Alex Mahorn, the event wasn’t just about showcasing Bath & Body Works’ cult-favorite seasonal scents—it was about making them feel real through storytelling and a buy-now experience that turned scents into sales.
Journey
On December 13, 2025, Peyton and Alex took the digital stage, guiding fragrance lovers and holiday shoppers through both Bath & Body Works’ most beloved and newest seasonal scents. With storytelling, layering tips and gift-giving inspo, they transformed descriptions into full-blown experiences, making viewers feel like they could practically smell the cozy vanilla, fresh pine and warm cinnamon through their screens.
- Live product demos showed off scent layering, turning single purchases into multi-product hauls.
- Behind-the-scenes storytelling explained how Bath & Body Works crafts fragrances to create cherished holiday memories.
- Exclusive live discounts gave fans that little push to hit "Add to Cart"—right then and there.
Outcomes
The result? A shopping event that felt less like a sale and more like real-time holiday magic.
- 7.2MImpressions
→ Brand reach figures came up smelling like roses.
- 110KViews
→ Fans tuned in, stayed and engaged.
- $9.4Kin Sales
→ The brand crushed the 2K benchmark with its first TikTok LIVE.
- 216KProduct Impressions
→ Every item got its moment in the spotlight.
By blending education, entertainment and exclusivity, Bath & Body Works didn’t just create a live shopping event—they set a new standard for how fragrance brands can sell in the digital era.
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