How Bath & Body Works has remained ahead of the body mist craze for 3 decades

On Thursday, Bath & Body Works will introduce a new style to its ample selection of fragrances: a “neo-gourmand” in the form of raspberry and whipped sugar scent Sweetest Song. Timed as a Mother’s Day release, Sweetest Song will be available in 19 formats ranging from an eau de parfum to a body butter and body wash. But the hero product of the launch is the $18.95 Sweetest Song body splash. 

“Mist is not a concentration. It’s a concept and it’s a construction,” said Firmenich master perfumer Honorine Blanc, the nose behind Bath & Body Works scents like Sweetest Song and Vanilla Romance.

In creating its body splashes, Bath & Body Works collaborates with renowned perfumers from major fragrance houses like Blanc, whose portfolio also includes niche scents like Borntostandout’s Drunk Saffron and designer megahits such as Yves Saint Laurent Black Opium. “What I love about mist is you can take a lot of risk, because the consumer is ready for something very playful, but also with a lot of delicious addiction. And for me, Bath & Body Works were the pioneers in mist,” she said.

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