# Fragrance industry holiday marketing and retail updates

> Developing situation record from CLSTR: https://clstr.news/situations/fragrance-industry-holiday-marketing-and-retail-updates
> Updated: 2026-10-29T15:14:04.000Z. Sources: 4. Developments: 2.

Retailers are implementing new store concepts and marketing strategies ahead of the holiday season. Bath & Body Works has introduced a “Feel Good” store design featuring natural materials and flexible displays to improve navigation and highlight product ingredients. This redesign is part of a multi-year plan to increase profitability.

In conjunction with these physical updates, fragrance brands have launched seasonal campaigns. Bath & Body Works debuted its ‘Season of Wonder’ initiative, featuring actress Zooey Deschanel and utilizing digital content on platforms like TikTok and Instagram. Meanwhile, The Perfume Shop released an advertisement titled ‘Let Love Last’, which focuses on the emotional connection between scents and personal memories.

Bath & Body Works is further expanding its retail footprint through new store concepts. The company is launching its first standalone Scottish store at Frasers Plus Braehead, scheduled to open before Christmas, with a focus on fragrance, beauty, and seasonal gifting. In the United States, the “Feel Good” concept is being piloted in Columbus, Ohio, and Charlotte, North Carolina. These redesigned locations move away from product-line organization to prioritize fragrance categories, such as “Warm & Woodsy” or “Fruity & Bright.” To enhance the shopping experience, these stores feature interactive elements including an Eau de Parfum bar, a lip-and-blend station, and a digital Fragrance Finder for personalized recommendations. Feedback from these pilot locations will inform future global store designs.

## Timeline

### 2026-10-29: Bath & Body Works expands retail footprint with new store concepts

Bath & Body Works is expanding its presence with a new standalone store in Scotland and debuting a redesigned “Feel Good” store concept in the United States.

2 sources. https://clstr.news/cluster/bath-body-works-expands-retail-footprint-with-new-store-concepts

### 2026-10-27: Bath & Body Works introduces new store concept and holiday sale

Bath & Body Works is launching a “Feel Good” store redesign to improve navigation and profitability, alongside a seasonal BOGO holiday sale on select products.

2 sources. https://clstr.news/cluster/bath-body-works-introduces-new-store-concept-and-holiday-sale

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Cite as: Fragrance industry holiday marketing and retail updates. CLSTR, https://clstr.news/situations/fragrance-industry-holiday-marketing-and-retail-updates