What happens when a retailer brings its signature holiday scent straight into Grand Central Station?
Beauty expert and A&M Director Kelly Carey declares Bath & Body Works' scented holiday campaign her "favorite marketing of the year," explaining why bringing Fresh Balsam to Grand Central Terminal, movie theaters, and mall kiosks is perfectly timed genius.
With the fragrance category as beauty's top growth driver and Bath & Body Works needing to recapture awareness beyond its middle-school customer base, Kelly breaks down why using the actual product in high-traffic holiday locations creates both brand awareness and downstream site/store traffic.
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