Bath & Body Works Expands Laundry Care with Scented Dryer Sheets
Bath & Body Works, the renowned American retailer famous for its home fragrances and personal care products, is broadening its product range. The company is poised to introduce dryer sheets in four captivating scents, available nationwide and online. This strategic move follows the brand's successful venture into the laundry care sector and a refreshed store design.
Last year, Bath & Body Works debuted a new scent, Touch of Gold, and partnered with Milk Bar on a Birthday Cake collection. However, the retailer's most significant shift transpired in 2023 when it entered the laundry care category with a pilot program. This expansion encompassed detergents and scent boosters, which were initially trialed in select stores before rolling out across the U.S. by the subsequent year.
The company's growth didn't cease there. Bath & Body Works also showcased a new store design, Gingham+, boasting wider aisles, updated layouts, and innovative technological features. Some locations even flaunt scent bars, enabling customers to immerse themselves in the brand's fragrances firsthand.
The launch of dryer sheets is the latest addition to Bath & Body Works' laundry care collection. Nearly a third of customers who sampled these products made repeat purchases, demonstrating a robust demand for the brand's signature scents in the laundry category. With its expanded product offerings and revamped stores, Bath & Body Works continues to evolve in tandem with customers' changing needs and preferences.
