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Bath & Body Works is testing smaller-batch fragrances through Hype Lab

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Bath & Body Works is testing smaller-batch fragrances through Hype Lab

In September, Bath & Body Works released a mini trio of perfume mists inspired by viral desserts: Japanese Cheesecake, Strawberry Dubai Chewy Cookie and Angel Hair Chocolate. But shoppers had to act fast to get them. The perfume mists sold out online within three minutes. 

This wasn’t a normal product launch from Bath & Body Works, but rather a release from Hype Lab, the company’s new initiative dedicated to releasing small-batch, limited-edition fragrances developed quickly based on social and cultural trends, as well as consumer feedback. The products live on Drops, a consumer-facing platform where Bath & Body Works also releases early-access products and other online exclusives. The next product, a spooky season-inspired scent called Hex Appeal, drops on Tuesday at 2 pm ET. 

“It’s really creating fragrance at the speed of culture, testing with consumers, learning in real-time [and] listening to their feedback,” Kristie Lewis, evp of merchandising at Bath & Body Works, said in an interview. 

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