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.