Bath & Body Works is testing smaller-batch fragrances through Hype Lab
Bath & Body Works, as part of its Consumer First Formula turnaround plan, is quickly testing new small-batch fragrances through an initiative called Hype Lab. The goal is to gather more information about what cultural moments Bath & Body Works customers are currently obsessed with, and try to create a fragrance or a sensorial experience inspired by it.
Bath & Body Works is experimenting with smaller-batch fragrances through its Hype Lab initiative, launching limited-edition scents inspired by cultural trends and consumer feedback. The company's first Hype Lab product, a trio of perfume mists inspired by viral desserts, sold out online within minutes of release in September. The next Hype Lab scent, a spooky season-inspired fragrance called Hex Appeal, will be available on Tuesday at 2 pm ET.
Kristie Lewis, vice president of merchandising at Bath & Body Works, explained that the company is "creating fragrance at the speed of culture, testing with consumers, learning in real-time, and listening to their feedback." Hype Lab products are launched on Drops, a dedicated platform where Bath & Body Works also releases early-access items and other online exclusives.
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