A Rose for All: Bath & Body Works Brings Back Rose Favorites
Rhea-AI Summary
Bath & Body Works (NYSE:BBWI) refreshed its rose fragrance portfolio on Jan 9, 2026, launching new Nocturnal Rose and reintroducing four fan favorites: Covered in Roses, Rose, “Inspire Love” Rose & Vanilla, and Heirloom Rose.
The range spans moods from fresh and dewy to dark and sweet, offered in fine fragrance mists, eau de parfum, body creams, lotions, body wash, single and 3-wick candles, and home products including laundry detergent and fragrance boosters. Nocturnal Rose was developed with Givaudan perfumer Stephen Nilsen; body care items are dermatologist-reviewed and formulated without parabens and sulfates.
AI-generated analysis. How Rhea-AI works. Not financial advice.
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News Market Reaction – BBWI
On the day this news was published, BBWI gained 2.28%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Dec 02 | Promotional event update | Positive | -2.0% | Announcement of Annual Candle Day with 3-wick candles at $9.95. |
| Dec 01 | Conference participation | Neutral | -2.0% | CEO and CFO presenting at Morgan Stanley consumer and retail conference. |
| Nov 20 | Earnings and guidance | Negative | -24.8% | Q3 2025 results with softer sales, margin compression, lowered outlook. |
| Nov 07 | Dividend declaration | Positive | +1.1% | Regular quarterly cash dividend of $0.20 per share declared. |
| Nov 06 | Earnings date notice | Neutral | -4.2% | Scheduling of Q3 2025 earnings release and conference call. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
BBWI has sold off sharply on weaker earnings and guidance but shown milder, sometimes divergent reactions to promotional and routine corporate updates.
Over the past few months, Bath & Body Works navigated a challenging backdrop. Third-quarter 2025 results on Nov. 20 showed net sales of $1,594 million and EPS of $0.37, alongside lowered full-year guidance and a -24.81% one-day move. The company still emphasized cash generation and buybacks. Around this, it maintained shareholder returns via a $0.20 dividend and continued brand- and traffic-driving efforts like Annual Candle Day and conference participation. Today’s rose collection refresh fits the ongoing focus on product innovation and brand reignition.
Key Terms
eau de parfum technical
dermatologist-approved medical
parabens medical
sulfates medical
AI-generated analysis. How Rhea-AI works. Not financial advice.
What To Know:
- Bath & Body Works has refreshed its rose offerings, introducing both new and returning rose-inspired fragrances like Nocturnal Rose, Covered in Roses, Rose, “Inspire Love” Rose & Vanilla and Heirloom Rose.
- From fresh and dewy to dark and sweet, this timeless floral is experiencing a resurgence as consumers seek modern and luxurious takes on the classic scent.
- Bath & Body Works is bringing back fragrances to meet this moment with five different scents available in store and online. The brand’s rose fragrances draw on the latest fashion trends with a moody color palette and are available in a variety of product forms, including fine fragrance mists, body creams, lotions, eau de parfum, candles and body washes.
COLUMBUS, Ohio, Jan. 09, 2026 (GLOBE NEWSWIRE) -- This year Bath & Body Works is making sure roses aren’t just for bouquets. The brand just launched new rose-focused fragrances and is giving a refresh to consumer favorites!
While this classic ingredient has been used in perfumery for centuries, rose is now experiencing a modern-day renaissance with fragrance consumers looking for innovative, unexpected and luxurious scents with this timeless note at the center.
To meet that demand, Bath & Body Works is debuting its new Nocturnal Rose, a genderless fragrance which offers a unique take on the classic floral. It’s a darker, masculine and mysterious scent with notes of black pepper, wild rose and cedarwood.
Bath & Body Works experts partnered with Givaudan fragrance house and their vice president perfumer Stephen Nilsen to develop this innovative take on rose.
“Nocturnal Rose is a contemporary reimagining of a timeless flower—the black rose reborn in modern opulence,” said Nilsen. “The fragrance is inspired by the scent of Rose de Mai, a rare rose that is harvested from the fields of Grasse, intertwined with the warmth of cedarwood and the smooth allure of golden tobacco. Nocturnal Rose embodies modern luxury with a quiet and irresistible intensity.”
In addition to Nocturnal Rose, the brand is bringing back fan-favorite fragrances including:
- Covered in Roses: Indulge in a luscious blend of fresh blooms and juicy fruit, finished with sweet gourmand notes. This alluring fragrance is launching for the first time in a 3-wick candle, laundry detergent and fragrance booster—perfect for filling your space with romantic vibes.
- Rose: Rediscover a classic. The brand’s signature rose scent is back with a bold new look and a vibrant, modern twist on the beloved floral—making it feel as fresh as a bouquet just delivered to your door.
- “Inspire Love” Rose & Vanilla: Experience a delicate harmony where creamy vanilla perfectly balances with soft rose petals, creating a scent that’s light, dreamy and effortlessly romantic.
- Heirloom Rose: Sourced from Bath & Body Works’ aromatherapy collection, this refined floral musk is crafted for true rose lovers who appreciate timeless elegance in every spritz.
“We’ve reimagined rose with a modern edge, for a timeless yet effortlessly chic experience,” said Mary Testa-Gough, associate vice president of product and fragrance development at Bath Body Works. “Each fragrance is meticulously crafted using the highest quality ingredients and techniques to deliver a scent that feels elevated, indulgent and irresistible.”
Adding to the style, the packaging of these fragrances is inspired by the latest fashion and design trends, with a moody color palette that brings a touch of drama to the daily routine.
The rose-forward fragrances will be available in a variety of forms, including fine fragrance mists, eau de parfum, single and 3-wick candles, and an assortment of body care products such as body cream, body lotion and body wash. All body care items are dermatologist-approved* in a luxurious formula made without parabens and sulfates.
Whether someone is shopping for themselves or picking up a Valentine’s Day gift, Bath & Body Works’ rose offerings provide something for everyone who loves to celebrate with fragrance and flair. Shop the latest products now at bathandbodyworks.com.
*Based on review of independent testing by a board-certified dermatologist.
ABOUT BATH & BODY WORKS
Home of America’s Favorite Fragrances®, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables it to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming, in-store experiences at 1,934 company-operated Bath & Body Works locations in the U.S. and Canada, 544 international franchised locations and an online storefront at bathandbodyworks.com (as of November 1, 2025).
MEDIA CONTACT:
Emmy Beach
communications@bbw.com
Photos accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/601d3cb3-8f10-402e-9693-c70253e396b9
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