Bath & Body Works has introduced Fruit Fusion, a new body care franchise developed around fruit-forward fragrances and hydration-focused formulations, while naming actress and singer Hilary Duff as both its campaign ambassador and creative partner. The launch represents one of the retailer’s largest integrated marketing initiatives in recent years and is designed as a long-term fragrance platform that will continue to evolve with new scents and products over time.
Launched on July 6, the Fruit Fusion collection is available across Bath & Body Works stores and online in the United States and Canada. The company is also extending the range to its Amazon storefront, marking the first major product franchise introduced on the platform since Bath & Body Works began selling through Amazon earlier this year.
Rather than positioning Duff as a traditional celebrity spokesperson, Bath & Body Works said she worked as a creative partner, helping shape the campaign and its messaging around confidence, self-care and joyful everyday routines.
“For me, it’s always about feeling good in your own skin and choosing what works for you,” Duff said. “I look for products that work with my routine and provide real benefits. Fruit Fusion by Bath & Body Works fits into that perfectly. The scents are joyful, the products actually deliver, and it’s something I genuinely look forward to using.”
The Fruit Fusion franchise debuts with four signature fragrances: Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend The fragrances are offered across multiple product categories, including moisturizing body wash, body lotion, body cream, fragrance mist, lip oil, hand cream, hand sanitizer and accessories. The formulations emphasize hydration, featuring ingredients such as hyaluronic acid, shea butter and coconut oil across selected products.
Bath & Body Works said the collection reflects its “Consumer First Formula,” the strategic transformation initiative aimed at combining product innovation, elevated design and stronger cultural relevance.
“Fruit Fusion is a clear example of our Consumer First Formula in action,” said Veronique Gabai-Pinsky, Chief Brand & Product Officer at Bath & Body Works. “We’re focused on creating high-quality, innovative products that deliver real performance and make people feel good, while showing up in ways that feel authentic and relevant. This launch brings that together, from innovation and design to the partnership with Hilary, in a way that genuinely connects with our customers.”
The marketing campaign spans television, connected TV, YouTube, social media, e-commerce, in-store experiences and out-of-home advertising, including a prominent Times Square activation. Developed with creative agency YARD NYC, Bath & Body Works described the initiative as one of the most comprehensive brand campaigns in its history.
Franchise and Retail Footprint
Bath & Body Works operates one of North America’s largest specialty personal care retail networks, with more than 1,900 company-operated stores across the U.S. and Canada, alongside more than 525 franchised and licensed locations internationally. The brand has expanded its global presence through franchise and licensing partnerships across the Middle East, Asia-Pacific, Latin America and other international markets, using local operators to accelerate market entry while maintaining brand consistency.
The Fruit Fusion platform is expected to become an ongoing product franchise rather than a limited seasonal collection, with additional fragrance innovations planned over time as Bath & Body Works continues investing in category expansion and consumer-led product development.
