Bath & Body Works Launches Holiday Campaign With Deschanel
The retailer kicks off its holiday season by expanding distribution to Amazon and Ulta Beauty stores nationwide.
Updated on Oct. 26, 2026 in Retail
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Bath & Body Works officially launched its holiday campaign starring Zooey Deschanel on October 26, 2026. As part of its Consumer First Formula strategy, the company has expanded its holiday product assortment to include third-party retailers like Amazon and Ulta Beauty.
Why it matters
The company aims to spur growth after recent financial quarters saw net sales decline 2% year-over-year. This expansion into major retail platforms is designed to capture a larger share of the projected $1 trillion in holiday spending.
Bath & Body Works reported $2.7 billion in net sales for the quarter ending January 31, 2026, marking a 2% decline compared to the previous year. The brand currently derives 40% of its overall business from the holiday season.
The players
Zooey Deschanel
She is an actress and musician who serves as the face of the Bath & Body Works holiday campaign.
Daniel Heaf
He is the current CEO of Bath & Body Works who assumed the role in May 2025.
Ulta Beauty
This national retailer began carrying an expanded assortment of Bath & Body Works products in October 2026.
Amazon
This e-commerce giant is now a distribution partner for 35% of the brand's holiday product offerings.
The details
The Season of Wonder collection features returning favorites alongside a new scent, Vanilla Cocoa Flurries. The brand is utilizing various media channels, including billboards in major hubs like New York City and Los Angeles, to support the campaign featuring Zooey Deschanel.
Timeline
May 2025: Daniel Heaf assumed the CEO position.
January 31, 2026: The company closed its Q4 2025 fiscal quarter.
Early October 2026: The consumer sentiment index fell to 46.3.
October 26, 2026: The holiday campaign officially launched.
November and December 2026: The holiday shopping period is projected to exceed $1 trillion in spending.
Market Landscape
Bath & Body Works is pivoting its distribution model to capture a segment of the $1 trillion in holiday spending projected by the National Retail Federation. This shift marks an effort to regain market share by diversifying its reach beyond company-owned stores.
Shoppers can now find a broader selection of holiday scents and products at Amazon and Ulta Beauty locations. Customers looking for specific holiday deals can anticipate a buy-three-get-four bundling promotion starting on Black Friday.
The takeaway
Retailers are increasingly diversifying their sales channels to reach customers where they already shop during the critical holiday period. Consumers should compare prices across multiple platforms to identify the best value during seasonal promotional windows.
What happens next
The company will launch a buy-three-get-four bundling promotion for Black Friday.
Further reading
Learn more about shifting consumer shopping habits in the Retail section.
Source note: This article includes information reported by Glossy.
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