Bath and Body Works is a part of the Limited Brands company, which also owns Victoria’s Secret, C. O. Bigelow, Henri Bendel, La Senza, and The White Barn Candle Company. Limited Brands distributes in Canada and in 40 other countries worldwide. Bath and Body comprises slightly over 1,500 of the company’s 2,900 specialty stores nationwide. Bath and Body specializes in “fragrant flavorful indulgences,” with an emphasis on innovation from nature. It focuses on incorporating simple rituals into daily life to improve emotional and physical well-being; it builds on earlier spa entrepreneurs’ innovations and updates them by incorporating natural ingredients into personal care products.
Bath and Body Works subcategorizes its products into Body & Bath, Spa & Aromatherapy, Beauty, Accessories, Home & Candles, Kids, Gifts, and Sales. The product lines and brands listed under its categories demonstrate the interconnectedness with other Limited Brands’ companies; C. O. Bigelow, Victoria’s Secret, Henri Bendel, and Candles are all available through the Bath and Body Works online shopping links. The company’s products reflect current concerns and trends in its clientele. There are lines of antibacterial products, B & B Works for Men, as well as bath and beauty products for tweens and young children. Its Aromatherapy category can be searched via Stress Relief, Sleep, Energy, Optimism, or Sensuality. While the company continually introduces new scent lines, to keep loyal customers happy, old favorites may be ordered through the Signature Collection and CLASSICS. The Web site includes many coupons and sales options to encourage repeat customers.
The Limited Brands company, and Bath and Body in particular, has gained a reputation for environmental responsibility and especially, non-testing of their products on animals. PETA, the animal rights group, awarded Bath and Body the Best Animal-Friendly Retailer Proggy Award in 2007, and the parent company, Limited Brands, has received numerous environmental recognition awards for the reduction of its footprint and its successful recycling procedures in manufacturing, advertising, packaging, and distribution. Of the six categories of “Social Responsibility” on its Web site, “Environment” is the longest, and the section on “Inclusion” is revealing in terms of the company’s stated values, with special mention of its INROADS partnership to recruit minority college students, and pledge to continue supporting supplier diversity through relationships with minority and women-owned businesses.