Dive Brief:
- Bath & Body Works on Monday announced a partnership with Paramount Consumer Products for a limited-edition collection based on the Netflix series “Emily in Paris.”
- The holiday collection features over 50 products including fragrance mists, body washes, body creams, candles and soaps, among other items that evoke moments from the show, per a company announcement.
- The collection launches in November in stores and online. Prices range from $1.95 to $36.95.
Dive Insight:
Bath & Body Works wants “Emily in Paris” fans to have a chic holiday season.
Products in the limited-time collection feature four exclusive fragrances including Champagne in Paris, Paris Amour, Lavender Luxe and Macaron Cloud. The collection was “heavily influenced” by the hit show’s style via bright colors, prints and patterns that nod to Emily’s fashion aesthetic, according to the company.
"We thoughtfully designed every aspect of this collection to capture the essence of what fans love most about ‘Emily in Paris,’ from Emily's signature lipstick to her vintage camera phone case,” Chief Merchandising Officer Betsy Schumacher said in a statement. “We've created an experience that feels true to the show, and with Bath & Body Works' fragrance quality and breadth of choice, ensuring fans and customers alike will be delighted through the power of fragrance."
Bath & Body Works has previously produced items based on hit Netflix shows. In March, the company released a collection of body care, candles, hand soaps and sanitizers inspired by “Bridgerton.” That was soon followed by a special-edition candle release over the summer based on “Stranger Things.”
The partnerships follow the company’s overarching strategy of continually refreshing its product assortment. “Looking ahead to the back half of the year, we are focused on executing with precision, continuing to bring newness to customers and demonstrating our strong value proposition across our product assortment,” CEO Gina Boswell said on a call with analysts in August.
Just this week, the retailer expanded its fabric care collection of laundry detergents and scent boosters across all of its stores nationwide after a successful pilot program.
At the end of September, the company eliminated the role of president of retail — a position held by Julie Rosen for four years.
