Bath & Body Works

Passing the Sniff Test in Social

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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.

      • 7.2M
        Impressions

        → Brand reach figures came up smelling like roses.

      • 110K
        Views

        → Fans tuned in, stayed and engaged.

      • $9.4K
        in Sales

        → The brand crushed the 2K benchmark with its first TikTok LIVE.

      • 216K
        Product 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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