Bath & Body Works makes alluring, almost addictively delicious smelling personal care products with equally enticing names like Cashmere Glow, Japanese Cherry Blossom, and Cucumber Melon. Those fantastically popular concoctions—plus a passionate consumer fan base of mostly American women—have helped B&BW carve out average annual sales of $1.6 billion in the highly competitive fragrance and body care industries and earned the company the affectionate nickname “America’s Sweetheart.” But even with that success, the leadership at B&BW knew there were new untapped revenue streams to explore and came to Boombang with a specific business goal: Define new white space for their antibacterial product offerings.
Boombang started by analyzing the robust body care, home fragrance, and beauty sectors, identifying retail trends, emerging brands, and key demographics to generate a comprehensive expansion strategy. What we discovered were white space product strategies that appealed to the husbands and children of the family. With that in mind, we designed newly branded, packaged, and formulated B&BW lines to both meet the antibacterial goal and satisfy the whole family's soap and body care regimen.
Examples of our process resulted in custom-blended scents and chemistry including the XY, Sticks&Stones, and WORK lines of body wash, deodorant, and body spray for men and the playful SoapSoap and Good line for kids. All of which helped B&BW generate more than $275 million in two years at retail. Thanks to Boombang’s innovations, B&BW expanded its lucrative brand identity beyond just a female-centric personal care product company to a whole-family personal care solutions company.
By curating a complete constellation of line extensions for the whole family, we helped provide B&BW with access to several valuable new markets in a highly competitive landscape. With their core customer’s new mind share, we paved a path to new market share in a highly competitive category.