Bath & Body Works Launches New Collection With Hilary Duff

Bath and Body Works has enlisted Hilary Duff as a brand ambassador for the launch of its latest “Fruity Fusion” collection. 

Released on Monday July 6th, the franchise features eight different products available in four scents: Banana Blend, Berry Bliss, Watermelon Whirl and Tangerine Twirl.

The hero video was released across all major social channels earlier this week and features Hilary as the centre of the marketing campaign.

When discussing who should be the main ambassador for this collection, Chief Brand and Product Officer of Bath & Body Works Veronique Gabai-Pinsky said that she felt there was only one person for the role, naming Hilary as “the perfect fit for this franchise.” She added that Hillary is "confident, fun and beloved," and she embodies what the business stands for - "joy, authenticity and showing up as your best self.”

A product of reinvention

Its new collection is not even a week old, yet consumers are already drawn to Bath & Body Works' potential recreation of previously loved fan-favourites. The bright colours, fruity fragrances and overall aesthetic appeal of the range have drawn recognition to a previous line Bath & Body Works had released in the early 2000s: Art Stuff. 

Aimed primarily at pre-teens and teens, this line feels nostalgically similar to some consumers, who have resonated with what feels like the brand’s subtle nod to the previous Y2K range.

The Fruity Fusion collection is planned to be part of a long-term product line, with new scents and variations to be released over time while keeping Hilary at the forefront of the product range.

A collection designed with care

According to Bath & Body Works, all of the new products in their collection are dermatologist-approved, vegan-friendly and hydrating with “skin-focused ingredients” like shea butter and coconut oil. 

As brand ambassador and creative partner, Hilary is closely aligned with the product, saying that “for me, it’s always about feeling good in your own skin and choosing what works for you”. 

She continues: “The scents are joyful, the products actually deliver, and it is something I genuinely look forward to using.”

This collection is the first to be released under the company’s new “Consumer First Formula” strategy, a major turnaround plan in 2025 that focuses on putting the consumer at the centre of every decision made with the product, with aims to improve product innovation and modernise the branding materials. Its aim is to drive sales and maximise growth, and while CEO Daniel Heaf highlights that distinguishable progress is not expected to be seen until 2027 as the strategy is still in very early stages, this release is a step in the right direction to the company’s mission.

Veronique says that bringing this collection to life with modernised branding and introducing Hilary as the main ambassador has allowed the company to show the world the brand is shifting its positioning and in turn taking a big step forward in their strategy, showing retailers are “willing to take bolder, more modern steps to improve customer acquisition trends”.