Bath & Body Works’ “enduring fan base” is helping them thrive during the pandemic. 

Bath & Body Works’ “enduring fan base” is helping them thrive during the pandemic. Bath & Body Works celebrated its 30th anniversary this year, and while the retailer has been around since the ‘90s, they have managed to stay afloat through the mall apocalypse and even the pandemic. In fact, YPulse’s brand data shows that they are a top-five scoring health and beauty brand among young females. Whether consumers are turning to small indulgences to treat themselves during a difficult time or buying up the soap and hand sanitizers (which comprised up to 15% of the retailer’s business in the second quarter), the brand has been thriving during a tough time for many. It certainly helps that they have “Instagrammable products” and major social word-of-mouth marketing: hashtags like #BathandBodyWorks and #BABW has millions of posts from fans. (Retail Dive)