BeautyNews

Bath & Body Works Extends Into the Night Toward Men’s Fragrance

Bath & Body Works is using the seven-year durability of Into the Night to support a complementary men’s fragrance and a broader franchise strategy.

Published: Sep 5, 2026 2:49 PM

By Ifrah Nadeem

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Bath & Body Works Extends Into the Night Toward Men’s Fragrance

Source: Bath & Body Works.

Bath & Body Works is extending one of its most durable fragrance franchises. The retailer says Into the Night, introduced in 2019, has ranked among its ten best-selling fragrances every year since launch. A new complementary men’s scent now gives the company a way to widen the customer opportunity around a name that already carries recognition.

Into the Night is currently merchandised across formats including fine-fragrance mist, eau de parfum, body care, home fragrance and travel sizes. That breadth turns the fragrance into more than one hero product: it creates multiple price points and replenishment occasions under a consistent identity.

A Proven Name Can Lower the Cost of Education Launching a new fragrance typically requires customers to learn a name, story and olfactive profile. Extending an established franchise can reduce that introduction burden.

Existing shoppers already understand the mood associated with Into the Night, while a complementary men’s version can invite gifting, shared discovery and cross-shopping. Bath & Body Works is also foregrounding the creative partners behind the scent.

Perfumers Dave Apel and Carlos Viñals of Symrise discussed the construction of Into the Night, adding expert authorship to a product line usually experienced first through packaging and store testers…

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