BATH & BODY WORKS
Hand Soaps

Evolving From Female to Family

Challenge
Explore emerging white space for new lines of antibacterial products
Solution
A novel array of B&BW brands for the whole family's soap, deodorant, and personal care needs
Impact
B&BW generated more than $275 million in antibacterial retail sales in just two years, helping them to expand beyond female-centric to a whole family approach to new product
Explore emerging white space for new lines of antibacterial products
A novel array of B&BW brands for the whole family's soap, deodorant, and personal care needs
B&BW generated more than $275 million in antibacterial retail sales in just two years, helping them to expand beyond female-centric to a whole family approach to new product
Industry
Consumer Products
Health & Safety
Kids
Expertise
Market Analysis
Consumer Segmentation
Brand Strategy

The Sweet Smell of Success

Bath & Body Works makes alluring, almost addictively delicious smelling personal care products with equally enticing names like Cashmere Glow, Japanese Cherry Blossom, and Cucumber Melon. Those fantastically popular concoctions—plus a passionate consumer fan base of mostly American women—have helped B&BW carve out average annual sales of $1.6 billion in the highly competitive fragrance and body care industries and earned the company the affectionate nickname “America’s Sweetheart.” But even with that success, the leadership at B&BW knew there were new untapped revenue streams to explore and came to Boombang with a specific business goal: Define new white space for their antibacterial product offerings.

Strategy

Scrubbing the Data

Boombang started by analyzing the robust body care, home fragrance, and beauty sectors, identifying retail trends, emerging brands, and key demographics to generate a comprehensive expansion strategy. What we discovered were white space product strategies that appealed to the husbands and children of the family. With that in mind, we designed newly branded, packaged, and formulated B&BW lines to both meet the antibacterial goal and satisfy the whole family's soap and body care regimen.

Execution

A Family-Centric Solution

Examples of our process resulted in custom-blended scents and chemistry including the XY, Sticks&Stones, and WORK lines of body wash, deodorant, and body spray for men and the playful SoapSoap and Good line for kids. All of which helped B&BW generate more than $275 million in two years at retail. Thanks to Boombang’s innovations, B&BW expanded its lucrative brand identity beyond just a female-centric personal care product company to a whole-family personal care solutions company.

Markets

Putting Bath and Body to Work

By curating a complete constellation of line extensions for the whole family, we helped provide B&BW with access to several valuable new markets in a highly competitive landscape.  With their core customer’s new mind share, we paved a path to new market share in a highly competitive category.

By the Numbers

03

Category Extensions for Anti‑Bacterial Offering

08

New Product Lines Created for Moms, Men, and Kids

$48B

Expected Global Value of Bath and Shower Products Market for 2022