Communicating a new positioning for the brand
In 2009, Bath & Body Works re-staged its core Signature
Collection line. With the update, the packaging was designed to
communicate that Bath & Body Works was more sophisticated, more
elegant and more premium, also supported by improved product
formulations. Additionally, the packaging played a key role in
supporting new and improved in-store marketing and navigation.
Here, by integrating package design, product design and in-store
marketing, the brand was able to holistically communicate a new
According to the company, successful test-market sales led to a
nationwide rollout and the company also witnessed improved
perceptions of the brand in equity measurements.
Closing the sale
In order to close a sale, it is important to understand how the
consumer will respond to simple claims vs. the need for extended
education at shelf.