Soyoung Kang, vice president, brand development, Bath & Body Works, took time to correspond with Happi over e-mail to explain the latest creations at the personal care company and what scents are driving sales at this multi-faceted marketer.
 
Happi: What are the top trends for Spring 2016 in perfume, cologne, body mist, related lotions and candles and why?
 
SK: We’re seeing a return to more classic olfactive ingredients from Bath & Body Works’ heritage. Our customers love notes that feel nostalgic but are modernized in how we wrap and structure the overall fragrance….like dewy white gardenias in our newest launch Hello Beautiful, and the lush peonies in our award winning A Thousand Wishes. For customers who grew up with Bath & Body Works, these ingredients remind them of the brand they first fell in love with; for a newer generation of customers, they feel fresh, surprising, and simply pretty.
 
Happi: Are there certain ingredients or components in these fragrance products that are noteworthy to consumers?
 
SK: One of our customer favorites is our Fine Fragrance Mist. Customers love that they can wear fragrance in a lighter way, all day and yet experience all the quality and facets that they would in a traditional eau de toilette.
 
Another great product is our Ultra Shea Body Cream. It’s a great way to wear fragrance too…plus the formula is lightweight and fast absorbing, yet super nourishing, and provides 24 hours of continuous moisture.
 
Happi: What are upcoming trends to look out for later this season in beauty?
 
SK: Looking ahead to Summer, customers are eager to escape to a warm and “beachy” destination. This is when our tropical fragrances shine, like our new Hawaii collection launch and the return of her seasonal favorite Malibu Heat. Customers can indulge in these fragrances in our best-selling products like Fine Fragrance Mist and Ultra Shea Body Cream, but also in limited-edition fashion items, like Foaming Shower Gel and Bronze Glow Lotion, to complete her head-to-toe beach experience.