![](\"https:\/\/www.thestreet.com\/.image\/c_fit%2Ch_800%2Cw_1200\/NDA6MDAwMDAwMDAyOTA5NDk0\/12032026-mt-bathbodyworks-1.jpg\")
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Bath & Body Works customers may be in for a rude awakening the next time they head to the checkout counter.<\/p>\n
Earlier this month, CEO Daniel Heaf said the company plans to pull back on its frequent sales and discounts to establish itself as more of a luxury brand.<\/p>\n
\u201cWith pricing, I think our strategy is very clear,\u201d Heaf told investors on the company\u2019s Q4 FY2026 earnings call. \u201cWe have relied too often in the past on deeper and more frequent discounts. As we go into 202\u2026 we’re expecting to get paid for our innovation.\u201d<\/p>\n
Regular Bath & Body Works shoppers will be familiar with the company\u2019s frequent sales. Whether it’s buy-one-get-one-free three-wick candles or $3.95 hand soap refills, there\u2019s almost always something on markdown when you pop in. <\/p>\n
App holders get even more discounts through the company\u2019s rewards program and exclusive offers.<\/p>\n
However, as Heaf told investors, \u201cIt’s not [Bath & Body Works’s] intention in this financial year to use deeper and more frequent discounts as a lever to growth.<\/p>\n
\u201cWe know that is not in the best interest of the business long term,\u201d he continued.\u00a0<\/p>\n
Bath & Body Works does not plan to raise prices<\/p>\n
Bath & Body Works (BBWI) may be rolling back sale frequency, but Heaf says the company has no plans to raise baseline prices.<\/p>\n
\u201cIt’s not that we are looking to reposition the brand as prestige or move into luxury price points,\u201d the CEO told investors.<\/p>\n
Instead, the company is simply looking to shore up its bottom line and return to profitable growth.<\/p>\n
\u201cWe expect 2026 to be a year of disciplined investment behind the Consumer First Formula, balancing rigorous cost control with targeted reinvestment to position the business for sustainable long-term growth,\u201d Chief Financial Officer Eva Boratto said. Decreasing sale frequency will help with that cost control.<\/p>\n
Bath & Body Works unveiled its Consumer First Formula, a multi-year plan to return the company to regular growth, in Q3 FY2026. The plan’s four main priorities are creating innovative products, reigniting the brand through enhanced storytelling, increasing marketplace performance, and operating more efficiently.<\/p>\n
Bath & Body Works will be reducing its sale frequency to help boost its bottom line.<\/p>\n
Getty Images<\/p>\n
Bath & Body Works is getting a glow-up<\/p>\n
While customers may not have as many discounts to look forward to in the coming year, they can get excited about some major refreshes and upgrades.<\/p>\n
\u201cStrengthening our hero category product offering and restarting our innovation engine is foundational to our plans,\u201d Heaf told investors.\u00a0<\/p>\n
These product refreshes have already started to roll out in the form of increased fragrance loads in scents such as Champagne Toast and better-for-you ingredients in products like moisturizing hand soaps.\u00a0<\/p>\n
Related: Starbucks overhauls rewards program, adds new customer perks<\/p>\n
And there is plenty more to come.\u00a0<\/p>\n
\u201cIn the back half of 2026, consumers will begin to see significant product evolution in these hero categories that include new forms and upgraded vessels, such as the restage of our moisturizing body wash and a new flat back spray hand sanitizer,\u201d Heaf said.\u00a0<\/p>\n
\u201cWe are also strengthening how we communicate product quality by evolving the labeling on our packaging, emphasizing ingredient transparency, and highlighting product efficacy and benefits,\u201d he continued, \u201csuch as 48-hour moisture and dermatologist-approved claims.\u201d<\/p>\n
Bath and Body Works also says it has plans to increase its collaborations. The Disney Princess Collection was a major seller for the company in recent months, and its current collection with PEEPS has also been a top seller.<\/p>\n
\u201cThese actions are the beginning of a transformation of Bath & Body Works from a retailer to a global brand, one that leads with creativity, celebrates product, and creates culture,\u201d Heaf told investors.\u00a0<\/p>\n
Bath & Body Works\u2019 best-selling fragrances in 2025<\/p>\n
Since its launch in 1990, Bath & Body Works has produced dozens of fragrances. A handful, including Cucumber Melon, Country Apple, Sweet Pea, and Japanese Cherry Blossom, have been decade-defining hits, while others have had much less staying power. <\/p>\n
In 2025, the company\u2019s top-selling scents included:<\/p>\n
Champagne ToastJapanese Cherry BlossomA Thousand WishesMahogany Teakwood ExtremeFresh BalsamKitchen LemonWhite Tea & Sage
\nSource: Bath & Body Works<\/p>\n
Related: Target makes bold change to win back customers<\/p>\n
#Bath #amp #Body #Works #major #change #customers #notice<\/p>\n","protected":false},"excerpt":{"rendered":"
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