What You Should Know
- Bath & Body Works is going big for holiday with its most ambitious campaign yet:
- Season of Wonder, a fully integrated 360-degree campaign, marks one of the brand’s largest media investments and stars actress and musician Zooey Deschanel.
- Season of Wonder connects the full consumer journey across brand, product and marketplace, executing on the brand’s Consumer First Formula through a brand campaign with broad appeal and cultural relevance, memorable and innovative product and an immersive store experience.
- Bath & Body Works is the destination for holiday fragrance and gifting:
- The Season of Wonder collection pairs nostalgia with discovery, making wonder tangible through consumers’ seasonal favorites alongside new product forms and gifting options.
- The Season of Wonder collection pairs nostalgia with discovery, making wonder tangible through consumers’ seasonal favorites alongside new product forms and gifting options.
COLUMBUS, Ohio, Oct. 26, 2026 (GLOBE NEWSWIRE) -- Bath & Body Works today introduced Season of Wonder, its most ambitious holiday campaign yet, starring actress and musician Zooey Deschanel as Holiday Wonder Maker. Through a fully integrated 360-degree campaign that brings brand, product and marketplace together for a seamless experience across channels, Season of Wonder invites consumers to discover the fragrances that capture the magic of the holidays.
The marketing campaign represents the brand’s largest media buy to date, spanning YouTube, connected TV, social media, and in-store and out-of-home placements in major markets, including New York, Los Angeles and Dallas.
Guided by its Consumer First Formula, Bath & Body Works listened to what consumers love about the season and built Season of Wonder around those insights, creating a single holiday experience from screen to store. Wonder serves as the unifying theme for immersive in-store moments, memorable gifting solutions and fragrances rooted in holiday traditions and memories.
“The holidays are a magical time, bringing people together through cherished traditions and moments of joy,” said Veronique Gabai-Pinsky, chief brand and product officer at Bath & Body Works. “With Season of Wonder, we’re celebrating everything that makes this time of year special through fragrances that evoke memories, thoughtful gifts that create connections and new experiences that inspire discovery. Our hope is to bring that holiday feeling to life in meaningful ways for every consumer through our Season of Wonder campaign and products.”
Deschanel is synonymous with holiday cheer, and her cross-generational appeal will amplify the campaign on Instagram and TikTok, where she will introduce Season of Wonder to her millions of followers. As Holiday Wonder Maker, she stars in campaign film and photography featuring pastel backdrops, holiday accessories and iridescent lighting accents. She also brings her own perspective to gifting through a personally curated selection of fragrances and accessories from the collection, including the Snowflakes & Cashmere 3-wick candle, Vanilla Cocoa Flurries fine fragrance mist, Pure Wonder foaming hand soap and more.
“For me, holiday wonder is in the little things you look forward to every year: the scents, the lights and the feeling of finding a gift that is exactly right for someone,” said Deschanel. “The holidays have always been so special to me, and Bath & Body Works is a brand many people associate with the season. I love the quality and care that go into the products, and Season of Wonder is about celebrating all those little things that make the holidays feel special.”
The Season of Wonder campaign reinforces Bath & Body Works as the trusted destination for holiday fragrances and gifting, pairing the fragrances consumers love with the joy of discovering them in new forms. Iridescent packaging, seasonal décor and accessories carry the idea of wonder into products consumers can wear, share and bring home.
Product Details:
- Snowflakes & Cashmere: The returning fragrance anchors the collection with notes of vanilla cashmere cream, caramel woods and frosted clementine. Available as an eau de parfum for the first time, it also spans body care, home fragrance, laundry products and hand soaps.
- Vanilla Cocoa Flurries: A new fragrance featuring white cocoa, chilled coconut milk and vanilla woods, available across body care, home fragrance and hand soaps.
- Bubble Bath: New to the holiday assortment, the formula is dermatologist approved* and made with vitamin E and aloe, without sulfates, parabens or phthalates.
- Returning favorites in home fragrance: Pure Wonder, Moonlit Goddess, Fresh Balsam, Lavender & Pine and Winter round out the fragrance assortment.
- Accessories and Décor: A teddy bear motif appears across seasonal accessories and décor, alongside collectible pieces for decorating and gifting.
Season of Wonder is available now at Bath & Body Works stores and on bathandbodyworks.com across the U.S. and Canada. Select products are available on ulta.com, in Ulta stores, and on Amazon.
ABOUT BATH & BODY WORKS
Bath & Body Works is a global leader in personal care and home fragrance, driven by the belief that everybody deserves to feel good.
The brand’s beloved scents are expertly crafted for performance and a luxury fragrance experience. Formulated with thoughtfully chosen ingredients, Bath & Body Works body care products are available in multiple forms, including fine fragrance mist, body cream, lotion, eau de parfum, body wash, hand soap, sanitizer and more. The brand’s 3-wick candles are made with high-quality fragrance oils layered throughout a premium soy wax base for up to 45 hours of room-filling fragrance.
Consumers can shop Bath & Body Works in more than 1,900 stores in the U.S. and Canada, 550-plus international locations and select Ulta Beauty stores. Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com.
*Based on review of independent testing by board-certified dermatologist
MEDIA CONTACT
communications@bbw.com
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/82d2ab04-dd19-4d03-912d-5a9c096aa870
https://www.globenewswire.com/NewsRoom/AttachmentNg/b05aab76-cfd6-448a-9f48-63cc959c552d
https://www.globenewswire.com/NewsRoom/AttachmentNg/47d8bf14-114c-431f-8529-046faf41bc1b
https://www.globenewswire.com/NewsRoom/AttachmentNg/b443751c-c368-4ccc-bcb8-77197faeaa85
A video accompanying this announcement is available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/a9eb180d-9513-4141-aa4d-8be154a4b083
