The Feel Good concept is now open in Charlotte, North Carolina, and features easy navigation and enhanced testing experiences.
The new Feel Good concept from Bath & Body Works is designed to encourage discovery and help shoppers engage with products in new ways.
Consumer feedback shaped the store format. Easy navigation, clear information about product ingredients and benefits and an enhanced testing experience were all included to make Feel Good a “more contemporary expression of the Bath & Body Works brand,” according to the company.
The Charlotte store will help the company better understand how shoppers are engaging with the brand and will inform how the company evolves the store experience, according to Maly Bernstein, chief commercial officer at Bath & Body Works.
The concept store reflects the retailer’s Consumer First Formula, which aims to drive sustainable, long-term growth.
A curated product assortment highlights the retailer’s signature fragrances, including Champagne Toast, Warm Vanilla Sugar and Japanese Cherry Blossom, among others. Fruit Fusion, a franchise launched with Hilary Duff in July, will also be part of the assortment.
The store also sports immersive testing stations and discovery zones for hands-on interactions, including an Eau de Parfum bar, a lip-and-blend station and sink stations for product exploration and demonstrations. The store also has a digital Fragrance Finder with a quiz to match shoppers to fragrance families and scent recommendations based on personal preferences, and shoppable drawers. Items are organized by fragrance family, including Warm & Woodsy and Fruity & Bright.
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