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Bath & Body Works Opens First Feel Good Concept Store to Transform Fragrance Discovery

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Bath & Body Works Opens First Feel Good Concept Store to Transform Fragrance Discovery

THE WHAT? Bath & Body Works has opened its first Feel Good concept store in Charlotte, North Carolina, introducing a redesigned retail format focused on fragrance discovery, personalised shopping and improved product information.

THE DETAILS The new concept debuted at SouthPark Mall on 23 October 2026, with additional locations planned for Columbus, Ohio, and Miami, Florida. Developed as part of the company’s Consumer First Formula transformation strategy, the format features an open floorplan, dedicated fragrance testing areas and clearer information on ingredients and product benefits. Interactive features include an Eau de Parfum bar, lip-and-blend station, demonstration sinks and a digital Fragrance Finder offering personalised scent recommendations. Products are organised by fragrance family, while flexible displays highlight new launches, established fragrances and seasonal collections.

THE WHY? The concept reflects the growing importance of experiential retail, personalisation and product education within the cosmetics and personal care industry. By combining digital fragrance recommendations with hands-on testing and simplified store navigation, Bath & Body Works is exploring ways to improve product discovery, strengthen consumer engagement and inform future retail development.



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