Bath & Body Works, the renowned beauty retailer, is gearing up to separate from its parent company, Victoria’s Secret, and is shifting its focus towards skincare and hair products. During an investor meeting conducted by L Brands, the parent company of both brands, Bath & Body Works unveiled its new strategy, which includes expanding its range to include more organic and natural products. The retailer is open to exploring collaborations with external companies and even developing its own products in this sector.

The Covid-19 pandemic has significantly boosted the sales of soaps and hand sanitizers, leading Bath & Body Works to experience a surge in momentum. Even prior to the outbreak, the brand had already outperformed Victoria’s Secret, contributing to the growth of L Brands. To sustain this momentum in the future, the company recognizes skincare as a promising avenue to explore. The skincare industry has thrived during the pandemic, much like personal hygiene products. Estée Lauder, a cosmetics giant based in New York, reported strong growth in skincare despite facing declining makeup revenues.

In addition to Bath & Body Works’ plans, L Brands also revealed Victoria’s Secret’s post-separation strategic priorities. The lingerie brand, which has been working on rebranding itself in recent months, aims to prioritize category and international expansion, introduce a fresh store concept, and enhance its digital experience.

By focusing on skincare and expanding its product offerings, Bath & Body Works aims to leverage the success it has experienced during the pandemic and position itself as a leading player in the beauty industry. With consumers increasingly prioritizing self-care and wellness, the brand’s emphasis on organic and natural products aligns perfectly with current market trends. As an independent company, Bath & Body Works will have the flexibility to make strategic decisions that drive growth and cater to evolving customer preferences.

Investing in skincare is a wise move for Bath & Body Works, as it allows the brand to tap into a market with growing demand and potential for sustained growth. By capitalizing on the success of its existing products, the retailer has the opportunity to solidify its position as a go-to destination for beauty and personal care needs. As the beauty landscape continues to evolve, Bath & Body Works is well-positioned to adapt and thrive, ensuring its continued success in the years to come.

(Useful links: Bath & Body Works official website, Estée Lauder official website)