How do you get people to buy fragrances they can’t smell?
When it came to supporting Bath & Body Works’ Total Body Care sale, we needed to answer this question. And so, we brought the brand’s first-ever TikTok Live Shopping event to life!
This innovative, two-hour live event, hosted on BBW’s TikTok channel, aimed to be two-fold: coinciding with the brand’s holiday campaign during peak holiday season, while also showcasing the $4.95 Annual Body Care Sale—which is hugely anticipated among B&BW fans.
To bring joyous, festive energy to a cozy, custom-designed NYC studio, we asked influencer, Peyton Black, to host the Live Shopping event with BBW’s education lead, Alex Mahorn. Together, we wanted this duo to successfully guide body care enthusiasts and gift shoppers through a social-first shopping experience...enticing them to buy from B&BW’s extensive product assortment of nostalgic holiday scents and brand-new offerings.
Once our plan was set in motion, what started as an idea became real life.
On December 13, 2024, our hosts took the stage and captivated our live audience with their enthusiastic, immersive descriptions of the fragrances. The pair emphasized B&BW’s commitment to creating “magical” moments with their iconic, seasonal scents and told the story of how each one is crafted to evoke cherished memories and inspire new traditions. Additionally, they shared tips on scent layering and educated fans on “personalizing” their fragrances through different product combinations. This helped to drive sales by encouraging multi-product purchases (whether buying for themselves or thoughtfully gifting to a friend), which was further incentivized with an exclusive discount code for Live viewers.
By designing and executing an engaging, informative, and festive TikTok Live Shopping experience, BBW captivated fans, drove excitement for the sale, and helped shoppers check off their holiday gift lists with B&BW Body Care products at the center. This activation not only led to thousands of conversions...it marked an innovative milestone for the brand—seamlessly blending entertainment, education, and shopping to bring the joy of the holidays to life.
The success of this TikTok LIVE was driven by connecting with viewers authentically and in an entertaining way. Peyton and Alex brought the scents to life with vivid descriptions that captured the audience's imagination—so much so that people purchased without even smelling the products in person.
By blending education, enthusiasm, and entertainment, B&BW not only met but exceeded its objectives. The event engaged new customers, spotlighted the brand's iconic products, and built excitement in a way only TikTok can deliver.
The results speak volumes:
