Bath & Body Works
Home of America's Favorite Fragrances
Executive Summary
The Bath & Body Works Playbook leverages research on mental wellness, fragrance trends, and Gen Z and Millennial behavior to strengthen social media performance and deepen emotional connection. The primary objective is to increase brand awareness and reposition the Aromatherapy line as immediate, in-the-moment relief for overstimulation rather than occasional self-care. The strategy centers on a January campaign that uses relatable digital content, interactive social features, influencer collaboration, and product integration to connect scent with emotional regulation.
Building on this foundation, the OVERSTIMULATED. campaign addresses post-holiday burnout and everyday chaos by showing how fragrance fits naturally into real life. Through a multi-platform approach across TikTok, Instagram, Facebook, and Pinterest, including short-form video, story polls, public activation, and a limited-time Aromatherapy kit, Bath & Body Works reinforces its position as a fragrance-first lifestyle brand that offers accessible relief, emotional support, and routine integration for young women balancing work, school, and home life.
Reflection
Capstone marked the final stage of my time at SCAD and brought everything I’ve learned in Social Strategy & Management together. What began as an interest in content creation evolved into a deeper understanding of how research, insight, and execution work together to build meaningful brand strategy. Over the past three years, I’ve developed skills in audience analysis, campaign development, and digital storytelling that shaped this project from start to finish.
Creating this playbook challenged me to think beyond aesthetics and focus on intention. Every persona, funnel stage, KPI, and platform decision had to serve a purpose. It strengthened my ability to connect cultural insight with measurable strategy while still building work that feels human and emotionally grounded.
I’m grateful for the guidance of my professors and mentors who pushed me to think critically and refine my ideas. As I close this chapter, I leave SCAD with a stronger strategic mindset, a clearer creative voice, and confidence in my ability to build thoughtful, insight-driven brand work.
The Brand
Bath & Body Works, founded in 1990 in New Albany, Ohio, is a specialty retailer known for its body care, home fragrance, and seasonal scent collections. The brand built its reputation on iconic fragrances and a sensory in-store experience that makes scent the center of everyday routines. With a focus on affordability and accessibility, Bath & Body Works positions fragrance as a way to enhance mood, express personality, and create comfort at home. The brand promotes joy, self-care, and emotional connection through scent, encouraging customers to turn ordinary moments into feel-good experiences.
