Bath & Body Works
Project Type: Integrated Campaign
My senior capstone focuses on repositioning Bath & Body Works Aromatherapy line as immediate relief for overstimulation rather than scheduled self-care. Research showed that Gen Z and Millennials link fragrance to mental wellness and emotional regulation, revealing an opportunity to meet them in real, daily chaos.
The result is OVERSTIMULATED., a January brand awareness campaign that uses relatable social content, interactive features, and a limited-time kit to frame scent as in-the-moment support. The campaign strengthens Bath & Body Works positioning as a fragrance-first lifestyle brand built on emotional connection and routine integration.
Gen Z and Millennials experience daily overstimulation and burnout, but treat self-care as a scheduled "reset routine" which adds pressure rather than relief.
Problem:
Insight:
81% of the target audience links self-care to mental wellness and ⅔ say fragrance is "essential to self-care." Fragrance has the power to offer immediate, low-effort emotional regulation in the moment not just during planned routines.
Reposition Bath & Body Works Aromatherapy as an in-the-moment solution for chaos through honest, unfiltered messaging, social media activations, a limited aromatherapy kit, and public Overstimulation Stations placed where burnout already happens.
Solution:
Case Video
Instagram Reel + TikTok
A video contrasting parenting overstimulation (making breakfast and dishes) and work overstimulation, both ending with the use of Aromatherapy.
Instagram Carousel
A carousel highlighting moments when aromatherapy comes to the rescue.
Meta Story Poll
Interactive Instagram and Facebook story polls that pair common stressors with specific Aromatherapy products.
Instagram Reel + TikTok
Short video showing product used mid-chaos, during emails. When product enters, overstimulation softens.
Limited-Time OVERSTIMULATED. Aromatherapy Kit
A curated kit designed for overstimulated moms and working women, offering ready-made relief.
Overstimulation Station: Public Activation
A public activation that offers immediate aromatherapy relief during moments of overload. With a simple pull interaction, passers can receive a scented essential oil sticker.
Meta Story Giveaway Announcement
Instagram and Facebook story post announcing the limited-time overstimulated Aromatherapy kit and how to win one.
Instagram Carousel
Unstyled product photography showing Aromatherapy naturally existing in everyday spaces.