Bath & Body Works is launching Fruit Fusion, a four-fragrance body care franchise with Hilary Duff as ambassador and creative partner, rolling out July 6 in U.S. and Canadian stores, online and on Amazon. The lineup spans formats from body wash to lip oil priced $4.95–$18.95 under its Consumer First transformation.
Fruit Fusion goes live July 6 in U.S. and Canada across Bath & Body Works stores, online and on the brand’s Amazon storefront, marking the first major Amazon product launch since its platform debut earlier this year.
Actress and singer Hilary Duff serves as both campaign ambassador and creative partner, leveraging her body-positive persona and 30+ million social media followers to integrate the franchise into daily routines and in high-impact placements near her concert venues.
The collection features Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend across All Day Moisture Body Wash, Smooth & Soothe Body Cream, Perfume Mist, Lip Oil, PocketSpray and more, with prices ranging from $4.95 to $18.95.
As part of Bath & Body Works’ Consumer First Formula, a 360-degree campaign spans YouTube, connected TV, social media, in-store activations and out-of-home ads in New York, Los Angeles and Phoenix to reinvigorate the brand with innovative design and performance-driven products.
