Bath & Body Works hires Zooey Deschanel for its holiday sales push
Bath & Body Works launched its Season of Wonder holiday campaign with Zooey Deschanel on October 26. The campaign will run on billboards in markets such as New York and Los Angeles, across streaming platforms, and on TikTok and Instagram, Glossy reports. Deschanel has also curated a gift guide of her favorite products. Executive vice president of merchandising Kristie Lewis says the holiday season drives roughly 40% of the retailer's overall business. The company is also extending holiday distribution through Ulta Beauty and Amazon as it works to reverse declining sales.
THE BREAKDOWN
This campaign gives reps a concrete example of how a holiday ambassador's workload can extend beyond social posts. Quote the gift-guide curation fee separately from the on-camera performance. Specify whether the brand can reuse the talent's image on retailer listings, since distribution through Amazon or Ulta does not automatically grant that right. Set an end date for seasonal paid media and a renewal fee if the brand wants to keep the creative live after the holidays.
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