Bath & Body Works Launches Hilary Duff Fragrance at Ulta After Q2 Sales Slide
BBWI•Bath & Body Works will roll out a Hilary Duff–branded fragrance collection this fall with exclusive distribution through Ulta Beauty stores, aiming to counter a 1.8% decline in Q2 same-store sales. The stock fell about 1.2% in premarket trading as broader retail peers underperformed.
1. Hilary Duff Licensing Partnership
Bath & Body Works has secured a multi-year licensing agreement with actress and singer Hilary Duff to develop a signature fragrance line. The collection will feature three core scents targeting millennials and Gen Z consumers, with pricing set between $18 and $36 per item.
2. Exclusive Ulta Beauty Roll-Out
The Duff collection will debut exclusively in approximately 1,200 Ulta Beauty locations starting September 1, complemented by an online launch on both company websites. Bath & Body Works expects Ulta’s loyalty program to drive incremental traffic and broaden its fragrance customer base.
3. Q2 Same-Store Sales Pressure
In its latest quarter, Bath & Body Works reported a 1.8% drop in comparable-store sales, driven by softer fragrance demand and promotional discounting. Management cited the Duff partnership as a key strategic initiative to restore mid-single-digit growth in its most profitable segment.
4. Market Reaction and Next Steps
Shares of Bath & Body Works slid roughly 1.2% in premarket trading, tracking wider consumer discretionary weakness. Investors will monitor initial Duff collection sell-through and any updates on full-year guidance when the company reports Q3 results in late October.
