Overview
- Bath & Body Works rolled out Fruit Fusion in stores and online across the U.S. and Canada on July 6, and said the line will appear on its Amazon storefront as a next distribution step.
- Hilary Duff serves as a creative partner and campaign ambassador who helped shape the launch creative and is promoting the collection on her social channels.
- The franchise debuts four fruit-forward scents — Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend — across washes, lotions, mists, lip oil and pocket sprays with prices from $4.95 to $18.95.
- The company says formulas are dermatologist-reviewed, vegan, and free of sulfates, parabens and phthalates while featuring hydrating ingredients such as shea butter, coconut oil and hyaluronic acid.
- The launch is supported by a 360-degree marketing push including connected TV and high-impact out-of-home placements in New York, Los Angeles and Phoenix, and the products are reported to participate in Bath & Body Works’ Buy 3 Get 1 Free promotion which may drive trial and repeat purchases.