Dive Brief:
- Bath & Body Works is temporarily expanding its partnership with Ulta Beauty, according to a Wednesday press release.
- Bath & Body Works will bring a curated selection of its holiday fragrances and gift sets to all Ulta stores nationwide through Dec. 26.
- The body care retailer is also rereleasing the fragrance Pink Suede exclusively to Ulta stores and to Ulta online.
Dive Insight:
Bath & Body Works is temporarily expanding its collaboration with Ulta as a way to encourage discovery.
The retailer first announced the launch of a curated selection of products at 600 Ulta stores in June as part of its “Consumer First Formula” with the goal of making it easier for new consumers to access the Bath & Body Works brand.
At the time, the company said it wasn’t concerned the partnership would compete with its own stores.
“This approach complements our strong store footprint,” a Bath & Body Works spokesperson said this summer.
Now, for the holidays, Bath & Body Works is bringing back a scent that hasn’t been in stores since 2023. The limited-time Pink Suede assortment includes fragrance mist, body cream, body wash, hand soap and a three-wick candle.
A mini fragrance mist set is also an Ulta exclusive and features five scents: Japanese Cherry Blossom, In the Stars, Warm Vanilla Sugar, Butterfly and Champagne Toast.
Shoppers at Ulta also have access to Bath & Body Works products in Fresh Balsam, Vanilla Bean Noel and Winter Candy Apple in body care and home fragrance.
Bath & Body Works also launched with a curated selection on Amazon at the start of the year, partially as a means to grab some of the gray market sales in that channel.
Meanwhile, the retailer is rolling out an enhanced experience to all of its own stores in the U.S. and Canada as a way to streamline navigation and boost product discovery.
