THE WHAT? Bath & Body Works is set to launch its first fabric care collection this fall. The US retailer is engaging its most loyal customers in the process, offering them the chance to choose the scents that will be transferred over to the laundry category.

THE DETAILS Members of the My Bath & Body Works loyalty program will be able to vote for their favorite out of 14 Bath & Body Works exclusive scents through May 29. The five fragrances with the most votes will be available in an early access shopping event prior to the full collection launch.

“Our customers guide every decision we make so we’ve integrated voting technology within our loyalty platform to enable customers to directly influence how we launch products for the first time ever,” said Jamie Sohosky, Chief Marketing Officer at Bath & Body Works. “We’re tapping our most loyal customers to tell us which fragrances they want to shop first because we want to help create a deeper personal connection to the fragrances they love.” 

THE WHY? Bath & Body Works said that its launch into the laundry category was a direct result of enthusiastic customer requests to bring the US retailer’s popular scents to their washing machines.

Julie Rosen, President at Bath & Body Works, reveals, “We are constantly looking for ways to elevate our brand, optimize our core business and bring innovative new ideas to Bath & Body Works customers. Knowing our customers love to experience their favorite fragrances in a multitude of ways, we’re looking forward to leveraging our core strengths and competitive advantage in fragrance and innovation to expand into this brand-new category.”