Bath & Body Works is bringing on a familiar face. On Monday, the Ohio-based body-care brand and retailer launched Fruit Fusion, a new line of hydrating body products with fruit-forward scents. To promote the line, Bath & Body Works tapped Disney icon Hilary Duff as its first major celebrity ambassador. The campaign comes as Duff returns to the spotlight. The former “Lizzie McGuire” star released her sixth studio album, “Luck… or Something,” in February and is back on the stage for the first time in 18 years with the accompanying “Lucky Me” tour. To promote the Fruit Fusion line, Duff will appear in social media stills and video promotions on both Bath & Body Works’ handles and her own channels.
“We needed to show the world that the brand was shifting and reigniting in a way. You can do it on your own, or you can amplify the message by associating the brand with a personality that embodies the brand,” said Veronique Gabai-Pinsky, who joined Bath & Body Works in May as its first chief brand and product officer. She is also the founder of her namesake luxury perfume brand, Veronique Gabai.
“Today the brand is all about joy, but also the care, the feeling good, the confidence. And we believe that Hilary had all of this. And she has her moment right now. It’s the first time she’s touring in 18 years. She’s coming back in the ears and hearts of her public in a big way,” she added.
