Dive Brief:
- Bath & Body Works is marketing its expanded men’s category with an immersive pop-up experience, according to a Thursday press release. It will feature full-sized product giveaways, coupons for free items and product tester stations.
- The traveling showcase will be stationed alongside key sporting events on a tour of nine markets with 14 planned stops. Guests will be able to experience men’s fragrance and grooming products from the retailer and can attend meet and greets with local celebrity athletes at select events.
- San Francisco 49ers running back Christian McCaffrey, Baltimore Ravens wide receiver Zay Flowers and The Ohio State University wide receiver Marvin Harrison Jr. are some of the athletes joining Bath & Body Works to promote its new men’s line.
Dive Insight:
Bath & Body Works is taking its men’s line on the road.
“Bath & Body Works is bringing our Men's Shop to guys who have no idea that we're in the men's grooming game. It's time to show them all we have to offer, because we know when they try it, they'll love it,” Chief Customer Officer Maurice Cooper said in a statement.
The company began building its male customer base this spring with the introduction of skin care and beard products to its Men’s Shop. In September, the company expanded into men’s hair and shaving products.
Bath & Body Works has grown its men’s category nearly 50% in the past three years. The category posted a double-digit increase during the second quarter and “remains one of our fastest growing product lines,” Bath & Body Works President Julie Rosen said on an August call with analysts.
The company’s men’s business is bringing in new customers and gaining the attention of a younger customer base, Rosen said.
According to a recent report from Statista cited by Bath & Body Works, the global male grooming market is expected to grow around 43% by 2028 as compared to 2022.
In its most recent quarter, Bath & Body Works saw net sales fall 3.6% to $1.56 billion, while net income was down nearly 18% year over year to $99 million.
Bath & Body Works last year launched its loyalty program. Its 38 million members now make up 75% of U.S. sales.
