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. 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. Rather than attempting to replicate the scent experience online, the company is investing in enhancing the in-store environment where their products naturally shine.

The retailer's decision reflects a deeper understanding of Gen Z's shopping motivations. While this generation grew up with smartphones and e-commerce, they still value experiential retail that engages multiple senses. Physical shopping provides an irreplaceable value proposition for products where scent is the primary selling feature.

Gingham+ Reimagines Store Design

The retailer launched its Gingham+ store design in March 2025 to cater to these preferences, with features targeting Gen Z’s demand for tactile experiences. Currently implemented in 15 locations across domestic and international markets, this redesign goes beyond cosmetic updates.

Feature	Purpose	Gen Z Impact
Scent bars	Test candles, wallflowers, and mists	Addresses desire for product trials
Dedicated zones	Organized by product category	Streamlines navigation
Soothing color palettes	Neutral tones and softer lighting	Creates a relaxed environment

The Gingham+ concept features open floor plans that encourage exploration and product discovery. Elevated design elements create a more sophisticated shopping environment that appeals to Gen Z's aesthetic sensibilities. Technology integration throughout the store complements rather than replaces the tactile experience.

This redesign represents a significant investment in physical retail at a time when many competitors are scaling back their brick-and-mortar presence. It signals Bath & Body Works' confidence in the enduring value of in-person shopping for their product category.

Strategic Location Shifts

Bath & Body Works is also rethinking where its stores should be located. The company has begun moving away from traditional mall locations, a decision that reflects changing shopping patterns and addresses challenges faced in previous years.

This location strategy aligns with broader retail trends. As anchor department stores struggle and mall traffic declines, brands that previously relied on these shopping centers seek alternate venues offering better visibility, accessibility, and foot traffic patterns.

For Bath & Body Works, the location shift complements their sensory-focused strategy. Stand-alone and strip mall locations often provide more design flexibility and can create more distinctive brand environments than traditional mall spots.

Digital Paradox

While 74% prefer mobile shopping, Gen Z simultaneously seeks hybrid retail experiences:

• 58% buy products seen on social media but still crave in-person validation for scent/texture-sensitive items.

• 47% use social media for purchase inspiration, yet 41% prefer short-form video for product discovery.

Balancing Digital and Physical

Despite emphasizing in-store experiences, Bath & Body Works isn't abandoning digital channels. The strategy represents a calibrated approach that acknowledges different channels serve different purposes in the customer journey.

Online shopping remains crucial for replenishment purchases of familiar products. Digital marketing drives awareness and consideration. Social media builds community and showcases new offerings. However, the in-store experience delivers the sensory element that remains the brand's competitive advantage.

This balanced approach acknowledges a retail truth that sometimes gets lost in digital transformation discussions: different product categories have different optimal channel strategies. What works for books or electronics may not work for fragrance products.

Broader Retail Implications

• 46% of Gen Z demands quick checkouts, with 45% prioritizing fast shipping and 39% valuing immediate in-store availability.

• 64% pay premium prices for loyal brands, though 71% still explore competitors, highlighting selective loyalty.

• 80% wait for sales before purchasing, reflecting price sensitivity shaped by economic uncertaint

Implications for Retail Strategy

Bath & Body Works' approach offers valuable insights for the wider retail industry. Their strategy highlights the importance of identifying and leveraging category-specific advantages rather than following universal trends.

For retailers selling products with strong sensory components – whether fragrance, fabric, food, or furniture – the physical store continues to offer unique value that digital channels cannot replicate. The key is creating in-store environments that maximize these inherent advantages.

The early success of the Gingham+ concept, with its limited but growing implementation, suggests Bath & Body Works has identified a viable strategy. By focusing on what makes in-person shopping meaningfully different rather than merely convenient, they've created a compelling reason for Gen Z to step away from screens and into stores.

As retail continues to evolve, this sensory-first approach offers an instructive case study in playing to category strengths rather than competing on digital convenience alone.