BRAND ACTIVATIONS

Giant scented candle helps stressed holiday shoppers to unwind

By our News Team | 2023

Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.

Christmas shopping in New York is tough, apparently. So challenging that you need one of those scented candles to calm you down after elbowing and fighting you way through the crowds of fellow shoppers.

At least, that seems to be the perception of Bath & Body Works, a US-based retail chain that sells soaps, lotions, fragrances and candles.

Photo credit: Bath & Body Works

As part of a new festive season marketing push that encourages consumers to take time away from their hectic daily working lives – and instead unwind in surreal, scent-infused environments – the company created its biggest candle yet.

This 3m-high heavyweight candle was then placed in one of New York’s busiest shopping areas – Herald Square – and lit in order to emit a wafting, relaxing scent over the festive season hordes.

Shoppers soon gathered for selfies

People soon gathered to take photographs of the candle and to pose in front of it for social media selfies. Which, of course, was the entire aim of the activation.

The company says New York was chosen as the location for the activation because of the city’s reputation for non-stop hustle and bustle.

“Bath & Body Works’ ‘Come Back to Your Senses’ campaign is meant to help our customers slow down, reset and unleash the power of fragrance,” says the brand’s Chief Customer Officer, Maurice Cooper, in a statement.

“It’s an exciting moment as we offer a reappraisal of our brand, sparked by growing demand by consumers seeking personal and home fragrances to express themselves.”

According to the industry publication Adweek, it’s part of a push to bring the retailer to the next generation of shoppers who may not be as familiar with malls and brick-and-mortar shopping.

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