Bath & Body Works, a leading specialty retailer, is setting its sights on dominating the men's personal care and grooming sectors. The company is launching an ambitious marketing campaign that involves collaborations with prominent figures from both professional and college football. This initiative also includes a unique traveling experience designed to captivate fans nationwide.
Among the high-profile athletes teaming up with Bath & Body Works are Christian McCaffrey, a running back for the San Francisco 49ers, Zay Flowers, a wide receiver for the Baltimore Ravens, and Marvin Harrison Jr., a star wide receiver from The Ohio State University. These sports stars will be endorsing their preferred products from Bath & Body Works' extensive range of over 200 men's grooming items, spanning hair, beard, and skincare categories.
According to a September 2023 report from Statista, the global male grooming market is expected to grow ~43% by 2028 (compared to 2022). Today, Bath & Body Works' Men's Shop is one of the fastest growing categories in their impressive portfolio of personal care products.
To reach new men's customers, Bath & Body Works is taking the shop on the road with a tour that will be stationed alongside key sporting events in nine markets with 14 tentpole stops and surprise mid-week stops planned along the route.
The tour will showcase Bath & Body Works' men's fragrance and grooming products with an immersive pop-up experience that will allow customers to experience the wide array of offerings. Guests can expect giveaways of full-size products (while supplies last) and coupons for a free full-size product, product tester stations, MVP-inspired photo opps – and meet and greets with local celebrity athletes at select events.
"Bath & Body Works, is bringing our Men's Shop to guys who have no idea that we're in the men's grooming game. It's time to show them all we have to offer, because we know when they try it, they'll love it", said Maurice Cooper, Chief Customer Officer at Bath & Body Works. "More men than ever are embracing self-care and we're uniquely positioned to equip them with a selection of high-quality, affordable fragrances and grooming products in a way no other brand can. We're raising our game and elevating our brand to invite men everywhere to make the Men's Shop their own."
