ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

While other mall brands are notoriously struggling, Bath & Body Works continues to thrive. 

While other mall brands are notoriously struggling, Bath & Body Works continues to thrive. While the brand’s success has left some experts scratching their heads, others (including YPulse) have attributed it to affordability and the testable, changing assortment of scented candles, shower gels, and lotions—something that appears to Gen Z shoppers and Baby Boomers alike. Most retail locations have also transformed themselves into “bright, fanciful enclaves of escape” that draw customers in—and they’ve been ahead of the game on experiencification. YPulse’s youth brand tracker has found that Bath & Body Works is actually a top health and beauty brand among young females, and their desire to treat themselves with little luxuries is likely helping keep the brand on top. (The Washington Post)