Bath & Body Works is building its male customer base — this time with the introduction of skin care and beard products to its Men’s Shop.
New products include a daily face wash, lotion, exfoliating face wash, face cream, a beard and face wash, beard oil and beard and scruff cream. The retailer also refreshed the look of its fragrance and body care.
The retailer has grown the men’s category nearly 50% in the past three years.
"We created the Men's Shop as a way to give the growing male customer base their very own destination within our brand to create and customize a product experience to complement their lifestyle," Betsy Schumacher, chief merchandising officer at Bath & Body Works, said in a statement. "Because we know these customers are not only incredibly loyal, but also highly engaged and eager to try new products, we are constantly looking for ways to introduce them to on-trend fragrances, must-try key items and white space categories that will make their routine as fun as it is functional."
Furthermore, the company is expanding the assortment of some of its core products and launching an antiperspirant deodorant.
The full line of products became available on Monday online, in stores nationwide and on the company’s app, which it released last year. The app was launched alongside a national rollout of the company’s loyalty program as a means of deepening engagement with customers.
The company last week appointed Target vet Maurice Cooper in the newly created position of chief customer officer, a role that will manage the company’s customer growth strategy.