Bath & Body Works Kicks Off Holiday Season with New Campaign

When is the acceptable time for brands to release their holiday campaigns? For Bath & Body Works, the answer is now.

The first instalment of the ‘Season of Wonder’ campaign was released 26 October and features actress and musician Zooey Deschanel.

“With Season of Wonder, we’re celebrating everything that makes this time of year special through fragrances that evoke memories, thoughtful gifts that create connections and new experiences that inspire discovery,” said Veronique Gabai-Pinsky, Chief Brand and Product Officer at Bath & Body Works.

Finding the festive spirit

This holiday season, Bath & Body Works are going big – with ‘Season of Wonder’ being a fully integrated campaign, it marks one of the brand’s largest media investments yet.

Distributed across YouTube, TV, social media, Out-Of-Home and in-store advertising across its major markets like New York and Los Angeles, the campaign encourages consumers to discover their holiday fragrance.

The 30-second hero film follows Zooey through a range of holiday activities like Christmas tree decorating and festive baking, accompanied with various fragrances throughout.

Subtly integrating the brand’s latest collection into the campaign like the Snowflakes & Cashmere fine fragrance mist and the Pure Wonder foaming hand soap, Bath & Body Works is positioning itself as the trusted destination for this year’s gifting season.

Veronique adds: “Our hope is to bring that holiday feeling to life in meaningful ways for every consumer through our Season of Wonder campaign and products.”

Pairing nostalgia with fresh discovery, the campaign aims to evoke holiday memories and build connections with thoughtful gifts.

A season of campaigns

From a brand’s perspective, it seems as though the holiday season begins earlier each year – and they need to be ready to release a campaign before the incessant flurry gets moving.

While sustainable growth is important for any business across the year, the festive period has been known to make or break brands. Spending is increased, demand is up and companies like Bath & Body Works are feeling the pressure to deliver in order to retain its customers. 

The festive season drives approximately 40% of Bath & Body Works’ total sales. Its Q4 2025 revenue report showed that the brand earned US$2.7bn in net sales by the end of the quarter, 31 January. This was a 2% decline from the previous year, so understandably the brand is seeking ways to bring the figure up for this year’s report.

The ‘Season of Wonder’ campaign will continue in the lead up to the Christmas period, with additional installments to be released.

Who are Bath & Body Works' Biggest Partners?

• Disney - Bath & Body Works’ Disney Princess collection launched in February 2025 with six fragrances inspired by Ariel, Belle, Cinderella, Jasmine, Moana and Tiana. The 85-product range was its largest collaboration.
• Ulta Beauty – Bath & Body Works launched a strategic partnership with Ulta Beauty on 12 July 2026, bringing curated body care and home fragrance to more than 600 US stores and its website.
• Amazon – Bath & Body Works opened its first authorised Amazon storefront in the US on 20 February 2026, offering a range with Prime shipping. It retains inventory ownership and pricing control, and the move supports its “Consumer First Formula” turnaround strategy.