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Bath & Body Works is on a mission to reconnect consumers with what it believes is the most important sense: smell.
Through continued expansion of the brand's "Come Back To Your Senses" creative platform, a new campaign starring Jessica Williams was launched in 2025. The campaign illustrates the power fragrance has in connecting consumers to their emotions, memories and moods.
Taking a page from the tech-industry's keynotes, the campaign demonstrates scent as a powerful new device by evoking memories and transporting Williams to different places and times – a keynote, a lavender field, her teenage bedroom and in the bath.
The campaign debuted during the 2025 Kentucky Derby and also aired during the NBA Conference Semi-Finals and Met Gala.
