Bath & Body Works to Debut Curated Assortment at Ulta Beauty
Bath & Body Works is landing at Ulta Beauty. Beginning July 12, Ulta.com and more than 600 of the beauty retailer's stores will house a curated assortment of body care and home fragrance products.
The move is part of Bath & Body Works' strategy to reposition itself from a specialty retailer into a category-leading global brand. It's also a key part of its "Consumer First Formula" to expand brand access at a top beauty destination, taking it beyond its eponymous stores and digital channels to places where people already go to discover, browse and buy beauty, fragrance and self-care SKUs.
The tailored assortment has been selected specifically for the Ulta Beauty consumer. It includes signature scents in fragrance mist, body cream and hand soap formulas as well as a collection of White Barn three-wick candles and Wallflowers air fresheners and refills. The launch includes the limited-time return of the Juniper Breeze scent as well as a mini fine fragrance mist set that features five top-selling Bath & Body Works' fragrances, including Japanese Cherry Blossom and Warm Vanilla Sugar. Both are exclusive to Ulta.
As the largest specialty beauty retailer in the U.S. and a top destination for brand discovery, Ulta has a highly engaged consumer base who actively shop across categories, test and explore new products and seek quality, ingredient-led beauty brands. Bath & Body Works designed its assortment with this consumer in mind.
"We see a meaningful whitespace opportunity to better serve guests across high-quality home fragrance, hand soaps, lotions and body care, categories that beautifully complement our assortment and meet guests across all ages, stages and price points," Lauren Brindley, chief merchandising and digital officer, Ulta Beauty, said in a news release. "This launch expands our assortment into incremental categories our guests are excited to discover and reinforces Ulta Beauty as a destination for accessible, elevated beauty and self-care experiences."
