Building The Walls Of A Brand - One Fragrance At A Time

Scented Musings.

I listened to the Bath and Body Works Q2 Webcast this morning after it launched and I wanted to sit with it for a bit before I typed out my notes of everything talked about.  Last week I noticed the notation of it scheduled for today, so I marked my calendar and listened to it a few more times as I typed making sure I wrote down everything that was mentioned and the questions that were asked afterwards.  There were a few top items shared that I have highlighted in my post.

Business Earnings Calls regarding a brand that I use with a recent changing of the guard?   Of course, it drew my curiosity as to the direction this fragrance brand may be heading. 

Am I cautious or concerned?  No.  Businesses work towards their goals --- making money and working with those who are giving them the money to work with.  Consumers show businesses which directions work for them, with the power of their purchases.  

I've noticed more and more the "story telling" aspect of sales...Especially on QVC of late.  Personally, I don't need a story to convince me of how I am going to wear a dress or jacket if I purchase it...because you are describing a "woman" who is walking in the rain in Paris to have lunch with a friend etc...  Or the candles being sold describing the mood they will set from the fragrances chosen to make it.  Those are things I will find out for myself when I put on the clothes and burn the candle.... My perceptions are my own.   I want quality in the products I purchase first, and the rest will come after.  And if the price isn't right, I may pass on it all together.

More detailed photography and filling the windows with those appealing scenerios to make you feel as part of something is expected and will draw new customers who may be searching for that thing, at that moment.  Those who have been already a part of this something for a very long time that helped build the walls of the brand, want to be included too.  In those practices that work for us.  

I look forward to seeing what Q3 has shown --- and what is next. 💙

 

Scented Musings | Bath & Body Works Q2 2025 Earnings Conference Call

 

Scented Strategy | Notes from the Bath & Body Works Q2 2025 Earnings Call

I know most fans of the brand aren’t tuning in to the quarterly earnings calls or digging into the investor spreadsheets—and I totally get that. But for me? It’s a mix of accounting geekery, love for a brand I use daily, and just a dash of curiosity (okay, nosiness!) about where we’re headed.

This morning’s Q2 2025 call gave us our first 105 days at the vision under the new CEO (Heaf), alongside key insights from executives Boratto, and Long. They spent an hour walking through strategy, answering questions from major financial institutions, and giving a few interesting breadcrumbs that could shape where we’re going.

I took four pages of notes (yes, really), but here are the key highlights:

Today's Store Visit - Pre-Total Body Care Sale Beginning Tomorrow, 8/29

Today's Store Visit - Pre-Total Body Care Sale Beginning Tomorrow, 8/29

I stopped in my store today to see what was available on the 50% off tables and found plenty of body care tables were set up ahead of Friday's Total Body Care sale. 

Thursday, 8/28 Sale's Info: $13.95 Candles, Choose a FREE 3 Wick Candle with $50 Purchase (Free Shipping) - Member Fest Ends

Thursday, 8/28 Sale's Info: $13.95 Candles, Choose a FREE 3 Wick Candle with $50 Purchase (Free Shipping) - Member Fest Ends

*Member exclusive! In Stores & Online - Free 3-wick candle (up to $29.95) with $50 purchase on August 28, 2025 at 6:00 AM ET to August 29, 2025 at 5:59 AM ET. While supplies last.​

Limit 1 per order. Includes 3-wick candle originally priced up to $29.95. Valid on http://www.bathandbodyworks.com.To redeem, members must sign into or sign up for a Rewards account at http://bathandbodyworks.com/my-account. Add 3-wick candle (original price up to $29.95) to cart, add at least $50 of additional merchandise to cart, enter promotion code SWEET during checkout, and price of free candle will be adjusted. Eligible items can be found at http://www.bathandbodyworks.com/c/all-candles/3-wick-candles. Shipping and handling applies to orders, including the free item. $50 qualifying purchase amount is calculated after all other promotions are applied. Sales tax, shipping and handling, gift cards, and previous purchases do not qualify toward purchase amount. This offer is not redeemable for cash or gift cards. Offer is not valid toward product purchased through third parties (including, but not limited to, Instacart & TikTok). Offer subject to adjustment due to returns, cancellations and exchanges. Refer to the return policy for more information. No rain checks issued. Void if altered, copied, transferred, auctioned or sold. Other restrictions may apply. Offer subject to change without notice. Selection may vary by store and online.​

*Member exclusive! Free shipping on orders of $50 or more on August 28, 2025 at 6:00 AM ET to August 29, 2025 at 5:59 AM ET.

Valid on http://www.bathandbodyworks.com only. To redeem, members must sign into or sign up for a Rewards account at http://www.bathandbodyworks.com/my-account. Place an order of at least $50 and receive FREE standard shipping & handling anywhere in the contiguous U.S. This offer excludes orders shipping to Canada, Alaska, Hawaii, and U.S. Territories. To redeem, enter promotion code SWEET at checkout and shipping & handling charges will be adjusted on qualifying orders. Cannot be combined with any other offer except in BBW’s sole discretion. This offer is not redeemable for cash or gift cards. Offer is not valid toward previous purchases or on product purchased through third parties (including, but not limited to, Instacart & TikTok). $50 qualifying purchase amount is based on merchandise subtotal after all discounts are applied. Scent-Scription purchases, sales tax, shipping & handling, gift cards, previous purchases, and store pick up items do not qualify toward $50 qualifying purchase amount. Offer subject to adjustment due to returns, cancellations, and exchanges. Refer to the return policy for more information. No rain checks issued. Void if altered, copied, transferred, auctioned or sold. Other restrictions may apply. Offer subject to change without notice.

*Member exclusive! Online only! - $5.95 heritage body care on August 25, 2025 at 6:00 AM ET to August 29, 2025 at 5:59 AM ET. While supplies last.

Valid on http://www.bathandbodyworks.com. To redeem, members must sign into or sign up for a Rewards account at http://www.bathandbodyworks.com/my-account. Eligible items can be found at https://www.bathandbodyworks.com/c/body-care/body-care-promotion-4. No coupon code required. Price of heritage body care will be adjusted to $5.95 at checkout. This offer is not redeemable for cash or gift cards. Offer is not valid toward previous purchases or on product purchased through third parties (including, but not limited to, Instacart & TikTok). Offer subject to adjustment due to returns, cancellations and exchanges. Refer to the return policy for more information. No rain checks issued. Void if altered, copied, transferred, auctioned or sold. Other restrictions may apply. Offer subject to change without notice. Selection may vary by store and online.​

*Member exclusive! In Stores & Online - Earn 3x points on purchases up to a total of $250 eligible spend between August 25, 2025 at 6:00 AM ET to August 29, 2025 at 5:59 AM ET.

Valid on http://www.bathandbodyworks.com. Activate this offer via the Promotion Code drop down. Must be signed into Rewards account for purchase to qualify. Offer applicable to first $250 Eligible Purchase spend per customer during offer period (up to 5,000 bonus points). Any amount spent above $250 will not qualify for bonus points. To apply promotion, activate via email or in your Rewards wallet and points will automatically be applied to Eligible Purchases made after activation but prior to promotion expiration. Not combinable with other Bonus Opportunities.New members who sign up at the point of sale during offer period will have their offer automatically activated. 3x points are awarded by issuing standard amount of points earned for Eligible Purchases plus an additional 2x points (labeled as Bonus Points in points history). This offer is not redeemable for cash or gift cards. Offer is not valid on shipping and handling fees, applicable taxes, gift card purchases, gift wrap, and gift-wrap fees, past purchases or product purchased through third parties (including, but not limited to, Instacart & TikTok). Offer subject to adjustment due to returns, cancellations and exchanges. Refer to the Return Policy and My Bath & Body Works Loyalty Program Terms and Conditions for more information. No rain checks issued. Void if altered, copied, transferred, auctioned or sold. Other restrictions may apply. Offer subject to change without notice. Selection may vary by store, pick up in store, and online.

*Member exclusive! Online only! - $12.95 heritage tote on August 25, 2025 at 6:00 AM ET to August 29, 2025 at 5:59 AM ET. While supplies last.

Valid on http://www.bathandbodyworks.com. To redeem, members must sign into or sign up for a Rewards account at http://www.bathandbodyworks.com/my-account. Eligible items can be found at https://www.bathandbodyworks.com/p/heritage-tote-bag-028017110. No coupon code required. Price of heritage tote will be adjusted to $12.95 at checkout. This offer is not redeemable for cash or gift cards. Offer is not valid toward previous purchases or on product purchased through third parties (including, but not limited to, Instacart & TikTok). Offer subject to adjustment due to returns, cancellations and exchanges. Refer to the return policy for more information. No rain checks issued. Void if altered, copied, transferred, auctioned or sold. Other restrictions may apply. Offer subject to change without notice. Selection may vary by store and online.​

Bath & Body Works ©DISNEY VILLAINS PR Box - Fall 2025

Archiving some PR Boxes and ©DISNEY VILLAINS boxes are pretty great for those who received them.    Check out Emilyyyrosess on TIKTOK received The Evil Queen Box, and Travelmomoirs on TIKTOK who received Maleficent Box to see all of the product received.