{
  "slug": "bath-body-works-2026-10-26t06-4",
  "company": "Bath & Body Works",
  "headline": "Bath & Body Works enlisted Zooey Deschanel to anchor holiday gifting in a crowded market.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/bath-body-works-has-a-successful-holiday-season-on-its-wishlist-can-zooey-deschanel-help-it-deliver/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/bath-body-works-2026-10-26t06-4",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Celebrity talent for seasonal conversion · Bath & Body Works\n\nBath & Body Works enlisted Zooey Deschanel to anchor holiday gifting in a crowded market.\n\nBody care is a brutally crowded space. Bath & Body Works could have done what everyone else does — discounts, limited editions, 'holiday scents.' Instead they hired a talent whose entire brand is about feeling good and doing your own thing. That's not a campaign; it's an insurance policy against commodity death. When a shopper sees Zooey holding a fragrance, she does not think 'lotion.' She thinks 'that's the kind of person I want to be.' That's the work a celebrity does that a product alone cannot.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/bath-body-works-2026-10-26t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/bath-body-works-2026-10-26t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/bath-body-works-2026-10-26t06-4",
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      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Celebrity talent for seasonal conversion · Bath & Body Works\n\nBath & Body Works enlisted Zooey Deschanel to anchor holiday gifting in a crowded market.\n\nBody care is a brutally crowded space. Bath & Body Works could have done what everyone else does — discounts, limited editions, 'holiday scents.' Instead they hired a talent whose entire brand is about feeling good and doing your own thing. That's not a campaign; it's an insurance policy against commodity death. When a shopper sees Zooey holding a fragrance, she does not think 'lotion.' She thinks 'that's the kind of person I want to be.' That's the work a celebrity does that a product alone cannot.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/bath-body-works-2026-10-26t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/bath-body-works-2026-10-26t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/bath-body-works-2026-10-26t06-4",
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      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Celebrity talent for seasonal conversion · Bath & Body Works\n\nBath & Body Works enlisted Zooey Deschanel to anchor holiday gifting in a crowded market.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/bath-body-works-2026-10-26t06-4",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Bath & Body Works enlisted Zooey Deschanel to anchor holiday gifting in a crowded market.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nPer Glossy, Bath & Body Works is leaning on Zooey Deschanel as a flagship talent to drive holiday season sales amid increased competition in fragrance and body care.\nHere's the cool part — the lever almost everyone misses (and you don't have to): in crowded categories, talent becomes category difference. A celebrity does not change your formula; she changes how a buyer *feels* when she picks your product off the shelf or clicks your site. The play: identify one talent who matches your buyer's identity, not just your product aesthetic. Then anchor every holiday creative — email, social, retail signage — to that one face and voice. Do not rotate. Repetition builds recall, and recall converts in December.\nWhat that means for you: Body care is a brutally crowded space. Bath & Body Works could have done what everyone else does — discounts, limited editions, 'holiday scents.' Instead they hired a talent whose entire brand is about feeling good and doing your own thing. That's not a campaign; it's an insurance policy against commodity death. When a shopper sees Zooey holding a fragrance, she does not think 'lotion.' She thinks 'that's the kind of person I want to be.' That's the work a celebrity does that a product alone cannot.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/bath-body-works-has-a-successful-holiday-season-on-its-wishlist-can-zooey-deschanel-help-it-deliver/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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}