Bath & Body Works will now sell right on college campuses. According to YPulse, Bath & Body Works is one of 13-17-year-olds’ top recommended brands—but it looks like they want to connect with older Gen Z through their latest move. Starting this month, they’re rolling out displays in over 600 college bookstores nationwide. The collection features dorm-friendly favorites like plug-in diffusers and pocket hand sanitizers in their best-selling scents. And with more bookstores pushing far more than just physical textbooks, even pulling back on them, Bath & Body Works is taking advantage of the extra space to become part of students’ everyday shopping experience. Unlike temporary pop-ups that beauty brands succeed with, this is a permanent retail expansion aimed at building long-term loyalty on campus. (Glossy)
👀 Read more from YPulse: Gen Z’s Top 15 Most-Recommended Brands
