Bath & Body Works Expands Men's Product Line
Bath & Body Works is continuing to expand its assortment of products for men with the debut of new skincare and beard care products that are now in stores.
Sold under the Bath & Body Works brand, the new skincare and beard products include:
- Daily Face Wash with aloe
- Exfoliating Face Wash with aloe and Vitamin C
- Daily Face Lotion with hyaluronic acid
- Hydrating Face Cream with hyaluronic acid
- Beard & Face Wash with Aloe and Vitamin B5
- Beard Oil with coconut oil and Vitamin E
- Beard & Scruff Cream with shea butter
"We created the Men's Shop as a way to give the growing male customer base their very own destination within our brand to create and customize a product experience to complement their lifestyle," said Betsy Schumacher, chief merchandising officer at Bath & Body Works. "Because we know these customers are not only incredibly loyal, but also highly engaged and eager to try new products, we are constantly looking for ways to introduce them to on-trend fragrances, must-try key items and white space categories that will make their routine as fun as it is functional."
The expanded men’s products assortment is a continuation of the retailer’s effort to expand its product selection targeting the male population. Over the past three years, Bath & Body Works has grown the men’s category by nearly 50% through continued product evolution and assortment expansion.
With Father’s Day approaching, Bath & Body Works has also announced the return of its Hero fragrance, featuring notes of Fresh Cardamom, Vetiver Root and White Cedar. Now in expanded forms, the assortment includes the brand's core lineup of body care products including Cologne, Body Wash, Ultimate Hydrating Body Cream, Body Spray and the new Antiperspirant Deodorant, that protects against sweat and provides 24-hour odor protection.
In addition to these all new collections, the brand has given its entire men's fragrance and body care assortment a new, elevated look. The entire Men's Shop update allows customers to personalize their routines in more ways and creates a one stop shop for all things grooming and men's fragrance lifestyle.