Insights

Bath & Body Works Bets On Scent To Win Gen Z

Bath & Body Works reveals surprising trend: Gen Z customers flock to physical stores to smell products before purchasing, defying digital shopping expectations.

Published: Mar 17, 2025 7:28 AM

By Jeanel Alvarado

Insights

Add RETAILBOSS as Preferred Source

Insights

Bath & Body Works Bets On Scent To Win Gen Z

Credit: Bath & Body Works

Bath & Body Works reveals surprising trend: Gen Z customers flock to physical stores to smell products before purchasing, defying digital shopping expectations. The fragrance and body care retailer is doubling down on this insight with a comprehensive strategy that emphasizes the sensory advantages of in-person shopping. A counterintuitive shift in Gen Z shopping behavior, with younger consumers increasingly favoring physical stores for sensory-rich experiences despite their digital-native upbringing.

Gen Z’s In-Store Shopping Preferences 58.8% of Gen Z prefers in-store shopping to physically experience products before purchasing, driven by the desire to touch, feel, and test items like fragrances and beauty products.

44% visit brick-and-mortar stores for inspiration, surpassing other generations in blending digital research with tactile validation.

51% prioritize buying food/drink in physical stores compared to 57% who prefer online clothing purchases, reflecting category-specific preferences The Power of Sensory Retail Scent products represent a unique category in retail.

Unlike clothing, electronics, or even cosmetics, fragrance remains stubbornly resistant to digitization. No website can adequately convey the experience of sampling a new perfume or candle. Bath & Body Works has recognized this advantage and is leveraging it strategically…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss insights coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

Recommended Articles

Canada Goose first quarter fiscal 2027 revenue rises 10.3 percent to 118.9 million as gross margin expands to 62.4 percent

The company's strategic shifts, including a strong DTC model and disciplined brand investment, are driving its luxury brand transformation.

InsightsNews

Shipra Bohara1 month ago

Gucci’s 2025 Equilibrium Impact Report Maps Real Progress on People and Planet

Gucci's Planet focus includes reducing emissions, promoting circularity, and supporting local communities.

InsightsNews

Shipra Bohara2 months ago

Model in a white suit holding a yellow Mytheresa shopping bag

The Most-Searched Brands on Mytheresa So Far This Year

An analysis of estimated organic search demand for luxury labels on Mytheresa during the first half of 2026.

AnalysisEcommerce

Jeanel Alvarado2 months ago

Inditex Q1 2026 Results: 8 Key Numbers From Zara’s Best Quarter Yet

The Inditex Q1 2026 results, published on June 3, 2026, cover the three months to April 30. Net sales reached €8.75 billion, up 5.8% on a reported basis and 8.8% at constant exchange rates. Net profit came in at €1.375…

InsightsNews

Jeanel Alvarado3 months ago

The ‘Accessible Luxury’ Gap Is Winning While Mega-Luxury Stumbles

Ralph Lauren reported Q4 revenue of $2 billion, up 12% YoY. EPS of $2.80 beat forecasts by 12.9%. Full-year revenue crossed $8 billion for the first time. Stock surged 11.58% in pre-market trading. Meanwhile, LVMH’s fashion & leather division, its…

InsightsTrends

Jeanel Alvarado4 months ago

Why Luxury Brands Are Spending Billions to Put Their Logo on a Race Car

This strategic pivot to sports marketing highlights the necessity of aligning brand values with market demands.

InsightsMarketing

Jeanel Alvarado4 months ago

Top 10 Luxury Brands in The World 2026 Ranking

Most Influential Luxury Maisons

An editorial influence ranking comparing ten global luxury maisons on a 100-point scale.

AnalysisFashion

Jeanel Alvarado4 months ago

Chip Wilson Urges lululemon Shareholders to vote for Independent Board Nominees

Chip Wilson, founder of lululemon athletica and one of the company’s largest shareholders, released a shareholder letter on April 29, 2026, urging investors to vote for his three independent board nominees at the company’s 2026 Annual Meeting. The letter accuses…

InsightsNews

Jeanel Alvarado5 months ago

View all Insights

Bath & Body Works Bets On Scent To Win Gen Z

Bath & Body Works reveals surprising trend: Gen Z customers flock to physical stores to smell products before purchasing, defying digital shopping expectations.

Unlock the rest of this story

More from Insights

NIQ Finds Fashion Takes 20% of Western Europe’s Online Spending for Gen Z, Resale and Value Led Platforms

AMOUAGE Reaches $360 Million in First Half Sales After 74% Growth in 2026

Steve Madden Lifts Outlook as Revenue Climbs 19.1% to $665.9 Million

Columbia Sportswear Company Lifts 2026 Profit Outlook as Tariff Refunds Kicks In

Recommended Articles

Canada Goose first quarter fiscal 2027 revenue rises 10.3 percent to 118.9 million as gross margin expands to 62.4 percent

Gucci’s 2025 Equilibrium Impact Report Maps Real Progress on People and Planet

The Most-Searched Brands on Mytheresa So Far This Year

Inditex Q1 2026 Results: 8 Key Numbers From Zara’s Best Quarter Yet

The ‘Accessible Luxury’ Gap Is Winning While Mega-Luxury Stumbles

Why Luxury Brands Are Spending Billions to Put Their Logo on a Race Car

Most Influential Luxury Maisons

Chip Wilson Urges lululemon Shareholders to vote for Independent Board Nominees

What are you looking for?

Start exploring

Unlock the rest of this story

More from Insights

Recommended Articles

Sign up for RetailBoss Daily Newsletter