Bath & Body Works Expands Presence on College Campuses for 2025-2026 Academic Year
In a strategic move to enhance its market presence and connect with Generation Z consumers, Bath & Body Works has announced its plan to sell products in over 600 college campus bookstores across the United States starting in the 2025-2026 academic year. This initiative follows the brand’s recognition as the leading fragrance brand among American teens, as noted in the recent Piper Sandler Taking Stock with Teens Spring 2025 Survey, where it was also ranked the third most-shopped beauty brand.
To facilitate this expansion, Bath & Body Works has partnered with ICM Distributing Company, which collaborates with major national chains such as Barnes & Noble College and Follett-operated bookstores, along with independent campus retailers. According to Betsy Schumacher, Chief Merchandising Officer of Bath & Body Works, this collaboration is a crucial step in reaching a younger audience, particularly college students who are familiar with the brand from their high school years.
The on-campus retail experience will vary based on store size; larger Follett-managed bookstores will feature a prominent, free-standing kiosk, while smaller bookstores will showcase compact fixtures or product displays at checkout areas. This initiative aims to provide students with convenient access to a range of popular Bath & Body Works items.
Selected products that will be available include body creams, lotions, fragrance mists, Wallflower diffusers, PocketBac hand sanitizers, lip glosses and scrubs, hand soaps, and three-wick candles. This diverse product offering is designed to appeal to students’ preferences for personal care and home fragrance items, making it easier for them to incorporate beloved brand favorites into their daily routines.
Specifically, Michigan colleges such as Albion College, Michigan State University, Wayne State University, and the University of Michigan will be part of this initiative, alongside several community colleges. The full list of participating colleges and universities underscores Bath & Body Works’ commitment to establishing a strong foothold in the collegiate market.
Overall, the introduction of Bath & Body Works products to campus bookstores represents a significant marketing strategy aimed at solidifying brand loyalty among emerging consumers. This initiative not only caters to student needs but also positions Bath & Body Works to remain relevant in a rapidly changing retail landscape increasingly influenced by the preferences of younger demographics.
As students gear up for the upcoming school year, Bath & Body Works’ focus on meaningful accessibility to its products may very well resonate with a generation that values both quality and convenience in their shopping experiences.
