Bath and Body Works as always been seen as a store with a target market of female consumers. They sale items such as lotions, body washes, shampoos, hand soap, candles, etc. These types of items mainly attract females and are more important to this gender. Bath and Body Works introduced a male line to attract male consumers. Now I never knew about their male line until I saw for the first time in their store. But then again I never had the desire to walk into a Bath and Body Works. I’ve always wondered how they marketed the men’s line without men feeling awkward walking into a Bath and Body Works alone. Every time I see men inside these stores they are typically with their loved ones.
A couple of years back I discovered while being forced to shop with my girlfriend that Bath and Body Works put out a line of body fragrances exclusively for men to bring in male customers. My girlfriend loved shopping at the store and had to go into the store that day. At that point I told her that I would wait outside of the store while she shopped around the female dominate store. But she begged me to come with her into the store and being the good boyfriend that I am, I did (In my mind I was rethinking our relationship…only kidding). Paranoid and looking over both my shoulders I made sure I didn’t see anyone that recognized me going into the store in fear of being ridiculed by friends. As I walked into the store I noticed other males with their girlfriends. I can see the dreadfulness and sadness in their eyes being dragged into this store. I felt the same way. Upon entering the store I can smell all different types of girly fragrances around me. I felt like I was going to suffocate from all these scents. But I was strong and sucked it up. Looking around all I saw was bright girly colors, female lotions, and body sprays.
But then I saw something in that store that I thought was odd. The store had a section dedicated to men fragrance colognes, lotions, body sprays, and body washes. I told my girlfriend that I’m going to go over and check it out while she went shopping for what she needed. They only carried four different scents, which include Noir, Citron, Ocean and Oak. With nothing better to do in the store I thought, “Hey why not, let’s smell some of these scents and see what they are all about”. So I proceeded to pick up the first fragrance cologne titled “Noir.” Noir kind of had a strong manly scent to it. I was surprised on how manly Noir smelt. This would be something I would wear to a formal party. Off to a good start, Noir smelt brilliant! The next scent I picked up was “Citron”. Citron had a pretty interesting smell to it. The cologne had almost a citrus woody smell to it. I liked it, maybe something I would wear causally. The next scent I picked up was titled “Ocean”. This scent had to be my favorite. It had a fresh and sweet smell to it. It definitely reminded me of an ocean beach type setting upon smelling this scent. I proceed to pick up and smell the last scent, which was titled “Oak”. The scent had a spicy strong woody smell to it. I really like this scent, kind of reminded me of autumn. All four scents smelt great and thought to myself that I would wear some of these colognes that Bath and Body Works had to offer. I pick up the “Ocean” and “Oak” colognes, as they were my two most favorite scents out of the four. I met back up with my girlfriend and showed her the two colognes I was going to purchase. Out of both the colognes, Oak was her favorite scent. She too described that Oak had a strong woody smell to it and that it also remind her of autumn.
Even till this day I get my colognes at Bath and Body Works and I am not ashamed. Thinking a couple years back that I would never walk into a Bath and Body Works let alone purchase something from it. But now I have no problem going into the store and buying the colognes I desire. I feel that the way that men discover the men’s line of fragrances is by shopping with their loved ones. But I feel that even if they like the scents, they still feel uncomfortable walking alone into a store such as this.