Bath and Body Works is a popular retailer known for their wide selection of fragrances, body care products, candles, and more. They regularly discontinue certain scents and product lines to make room for new releases. This can be disappointing for loyal customers that have favorite discontinued items. There are several main reasons Bath and Body Works chooses to stop selling previously available products.
Reasons for Discontinuing Products
Low Sales
One of the most common reasons Bath and Body Works discontinues a product is simply due to low sales. The company introduces new fragrances and products multiple times per year. If something does not sell well within its launch period, it will be removed from stores to make space for something new. Slow selling products take up valuable real estate in stores that could be better utilized by a product with more demand.
Seasonality
Many Bath and Body Works fragrances and products are designed around a season or holiday. For example, winter and Christmas scents are usually available in November and December. Spring and summer scents emerge around March. These seasonal items are meant to be limited edition. Once the holiday or season ends, the product is cycled out. Seasonal scents help keep the shopping experience feeling fresh and new.
Limited Quantity Products
In addition to holiday/seasonal items, Bath and Body Works also offers limited quantity fragrances from time to time. These are specially branded products released in small batches. Examples include the retired scents Magic in the Air and Dark Kiss. Limited edition fragrances drum up excitement and sales during their short release period. But once they sell out, they are discontinued.
Branding and Marketing
Discontinuing certain items, even popular ones, is an intentional marketing technique used by Bath and Body Works. By frequently rotating products, they create a feeling of novelty and scarcity. Shoppers are drawn back to see what’s new. If all products remained available year-round, the assortment would start to feel stale. New releases also garner media coverage and social media buzz, which is free advertising for Bath and Body Works.
Examples of Discontinued Fragrances
Here are some examples of previously available Bath and Body Works scents that have been discontinued:
| Discontinued Scent | Details |
|---|---|
| Magic in the Air | Popular musky, woods, and amber scent sold year-round before being discontinued in 2015. Occasionally returns as limited batch. |
| Dark Kiss | Spicy scent with bergamot and black raspberry notes, discontinued in 2016. |
| Carried Away | Fruity scent with hints of passionfruit and rose petals, discontinued in 2017. |
| Black Amethyst | Warm blended scent with notes of blackberries and violet lilies, discontinued in 2020. |
| Shower Gel in Sweet Cinnamon Pumpkin | Fall seasonal scent that had shower gel discontinued in 2021, but lotion still available. |
Return of Retired Fragrances
In some cases, a fragrance that was previously discontinued will make a comeback for a limited time. This usually happens when Bath and Body Works realizes how popular or nostalgic a retired scent was. Recent examples include Magic in the Air and Dark Kiss returning for short stints. However, when they are gone again, these fragrances remain discontinued permanently.
Discontinued Product Lines
Along with individual scents, Bath and Body Works occasionally axes entire product lines. Here are some examples:
Icing Body Care
The Icing brand, Bath and Body Works’ line for younger shoppers, used to have its own body care collection. Scents like Vanilla Snowflake and Frosted Cupcake were sold under the Icing label. This body care line was discontinued in 2016.
Bath Fizzies
Bath and Body Works sold fizzing bath cubes called Bath Fizzies for many years. They came in an array of scents and designs. However, they were discontinued nationally in 2018.
Shimmer Mists
Another retired product line is the shimmer mists. These body mists contained light reflecting minerals for a subtle shimmery effect on skin. Popular scents included Champagne Toast and Moonlight Path. They were phased out in 2019.
How to Get Discontinued Fragrances
If you have a favorite Bath and Body Works fragrance that has been discontinued, you have a few options:
Check Resale Sites
Websites like eBay, Mercari, and Poshmark often have people reselling discontinued fragrances at inflated prices. You may be able to find retired scents, but expect to pay a premium.
Look for Leftover Stock
There is often leftover stock of recently discontinued items still available in stores after the ad campaign ends. Check your local stores in person to see if they have any of your favorites hanging around.
Call Around to Stores
You can also call different store locations to ask if they have any stock left of discontinued items. Stores will sometimes transfer hard to find products between locations for customers.
Buy From Outlets
Occasionally Bath and Body Works outlets will carry large quantities of discontinued products. Make a trip to your nearest outlet mall to browse their retired inventory selections.
Coping With Discontinued Scents
It can be disappointing when a beloved scent or product is suddenly unavailable. Here are some tips for coping:
Stock Up During Sales
Try to buy extras of your favorite fragrances when Bath and Body Works has their semi-annual sale or other big markdowns. This will give you a stash in case of discontinuation.
Find a Similar Scent
Bath and Body Works often releases new scents that are comparable to retired ones. For example, people missing Magic in the Air may like Whispers in the Air. Look for substitutions.
Branch Out and Try New Things
Discontinuations give you an opportunity to explore new scent worlds. Challenge yourself to try innovative fragrance combinations you may discover a new signature scent.
Make Your Own Custom Scent
Some stores like Sephora now offer customize-your-own perfume services. You pick your favorite notes, and they will blend them into a one-of-a-kind fragrance. Get creative making your own discontinued scent dupe.
Find Alternate Products in the Same Scent
If you love a retired fragrance, see if Bath and Body Works still makes it in other products. For example, the Sweet Cinnamon Pumpkin shower gel was discontinued but the lotion remains available.
The Reason Behind the Discontinuation
Discontinuing products allows Bath and Body Works to maintain novelty, buzz, and organic media coverage. By frequently cycling scents and products, they create anticipation and excitement. Discounts tied to retirements increase sales and clear old stock. Limited releases convey exclusivity and scarcity. Seasonal scents align with holidays and weather patterns. Unpopular items get axed. In the end, discontinuations are strategic marketing decisions to drive Bath and Body Works’ continued success as a leading specialty retailer.
Conclusion
Bath and Body Works regularly discontinues products, scents, and lines for a variety of strategic reasons. Slow sell-through, seasonality, limited batches, and intentional marketing techniques all play a role. Examples of retired fragrances include Magic in the Air and Dark Kiss. Discontinued product lines include Icing body care and Bath Fizzies. While discontinuations can be disappointing for loyal customers, they allow Bath and Body Works to stay fresh, novel, buzzworthy and ultimately profitable. There are ways to get your hands on retired products, like checking resale sites or calling outlet stores. But discontinuations also present opportunities to try new things and find new favorites.
