Hilary Duff Stars in Bath & Body Works' New Fruit Fusion Campaign

Bath & Body Works has launched its biggest brand campaign ever, featuring Hilary Duff as the face of its new Fruit Fusion collection. The campaign marks a strategic pivot for the brand as it seeks to recapture growth in a competitive market.

Why it matters: Bath & Body Works is facing declining sales and needs a hit product to revitalize its brand. The Fruit Fusion collection aims to attract consumers with nostalgic scents and a focus on hydration.

• Annual sales fell to $7.3 billion last year, down from a pandemic-era peak of $7.8 billion.
• The company projects sales will decline between 4.5% and 2.5% in the coming year.
• Hilary Duff, 38, appeals to millennial moms and Gen Z with her body-positivity campaigns.

Driving the news: The Fruit Fusion collection features four core scents: Watermelon Whirl, Tangerine Twirl, Berry Bliss, and Banana Blend. Each scent is available in various formats, including body mists, body washes, creams, lip oils, hand sanitizers, charms, and coin purses.

• The collection emphasizes hydration and is part of the brand's "consumer first" transformation effort.
• Hilary Duff shares her personal connection to the scents, stating her favorite is Cucumber Melon, evoking memories of her childhood.

State of play: Bath & Body Works has partnered with Ulta to bring its products to over 600 locations starting later this month. This collaboration expands the brand's reach beyond traditional mall locations.

• The partnership with Ulta follows the brand's previous launch on Amazon in November 2025.
• This strategy aims to increase accessibility for consumers who prefer shopping at major beauty retailers.

The big picture: Hilary Duff's star power is central to the campaign's appeal. Known for her role in Disney's "Lizzie McGuire," Duff resonates with audiences across generations.

• Her recent return to touring after 18 years adds to her relevance in today's market.
• Duff's body-positivity message, especially after having four children, aligns with current consumer values.

What they're saying: Duff expressed her excitement about the campaign, stating, "I want to be hydrated. I want to be dewy. I want to be juicy, and I want things that work because I don't have that much time." This reflects a practical approach to beauty that many consumers appreciate.

• She noted that her home fragrance preferences differ from her personal scents, favoring woodsy aromas in fall and winter.
• Duff’s nostalgic connection to scents is evident when she mentions her mother’s use of Chanel No. 5, saying, "Anytime I smell that, I'm like, 'Oh, that's me hugging my mom after school.'"

By the numbers: The Fruit Fusion collection includes four scents: Watermelon Whirl, Tangerine Twirl, Berry Bliss, and Banana Blend. Each scent aims to evoke a sense of fun and nostalgia.

• Bath & Body Works is betting on the generational appeal of Duff to attract a diverse customer base.
• Social media plays a key role in the campaign, with Duff regularly using the products on her Instagram and TikTok, where she has over 30 million followers.

What's next: The Fruit Fusion collection is set to launch in stores and online, with promotional efforts ramping up through social media and traditional advertising channels.

• Expect to see the campaign featured prominently in major markets, including New York, Los Angeles, and Phoenix.
• The brand aims to establish Fruit Fusion as a long-term franchise, emphasizing performance and consumer satisfaction.

As Bath & Body Works embraces change, the Fruit Fusion collection, backed by Hilary Duff’s nostalgic charm, could be the fresh start the brand needs.