{
  "id": 14367498,
  "title": "Bath & Body Works is testing smaller-batch fragrances through Hype Lab",
  "url": "https://urgent.news/2026/10/14/bath-body-works-is-testing-smaller-batch-fragrances-through-hype-lab",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-14T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/bath-body-works-is-testing-smaller-batch-fragrances-through-hype-lab/"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "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.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}