Beauty

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 6:28 AM

By Jeanel Alvarado

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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…

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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

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