Bath & Body Works, a renowned brand in the personal care and home fragrance industry, has recently launched an entirely new product line called Moxy. This innovative collection focuses on skincare, haircare, and wellness products, marking a significant expansion for the company. Moxy is available online and in select stores, featuring a range of products designed to cater to various skin and hair types.
The marketing strategy for Moxy revolves around digital ads and discount offers, promoting the brand through multiple media channels. Bath & Body Works also leverages its e-commerce platform to allow customers to send Moxy products as gifts to their loved ones. The company’s vertically integrated supply chain gives it full control over its products and distribution, selling through company-owned stores, franchises, and digital channels.
Moxy’s skincare line includes vegan and cruelty-free products such as face moisturizers, scrubs, cleansers, and face masks, all made without fragrance, parabens, sulfates, phthalates, mineral oil, and artificial dyes. The haircare range features products for textured hair, catering to straight, wavy, curly, and coily strands. Additionally, Moxy offers gummy vitamins designed to support relaxation, boost immunity, and promote healthy skin, hair, and nails.
The eco-conscious brand uses 100% recycled plastic for its bottles and caps and offers moisturizer refills to reduce plastic waste. With prices ranging from $11 to $21, Moxy aims to provide affordable, high-quality products for its customers.
As Bath & Body Works continues to evolve and exceed customer expectations, the launch of Moxy represents a significant milestone in the company’s growth. By focusing on skincare and adopting a comprehensive marketing strategy, Bath & Body Works is set to make a lasting impact in the personal care market with its new Moxy product line.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.