The fan-favorite retailer has gone viral once again, but it's not for a mega sale or desirable new product as you might expect.
The magical pre-holiday vibes were shared in a new TikTok video by advertising company Outfront Media, depicting a crowd of New York City commuters making their way down the platform of the shuttle train that connects the historic train station with the Times Square subway station, passing columns wrapped in Bath & Body Works branding and taking in the changes to the area.
The MTA and the beloved body care brand teamed up for a special marketing campaign, diffusing their “signature scent,” Fresh Balsam, throughout the station to start getting folks into the holiday spirit with the “first-ever scented brand campaign in the MTA.”
@outfrontmediausa
@Bath & Body Works has transformed Grand Central-42nd Street into "Grand Scentral Station" with the first-ever SCENTED brand campaign in the @MTA ? Riders who exit the Grand Central Shuttle platform will notice Bath & Body Works' "Fresh Balsam" scent diffused throughout the platform ??☺️ This fragrance-forward experience underscores the role that fragrance has in creating memorable moments during the holiday season ✨ #fragrance #freshbalsam #holidayseason #nyc #fyp
♬ original sound - outfrontmediausa"this is SOOOO smart," one complimented, while another affirmed, "This is SO COOL," and a third reiterted, "very cool concept. well done?."
"It’s such a lovely surprise while walking through the station! ?," a local viewer gushed.
"this is the best holiday gift ?," someone else quipped.
Fans Are Already Campaigning for an Expansion
It was such a cool concept, in fact, that other commuters begged for the opportunity to experience the interactive advertisement for themselves in the comments, with one requesting, "penn station next ?."
"please do every station ?," someone else offered a solution, while another agreed, "DO IT ALL OVER NYC PLSSSSSS I BEGGGGG."
It's Not for Everyone, Though
"I hate this," another lamented. "I take the shuttle every day and it makes me so nauseous."
Bath & Body Works is on a roll of late, introducing another first-of-its-kind product for the brand earlier this fall when it debuted a brand new laundry offering in its lineup.
Related: Bath & Body Works Fans Are Swooning Over ‘Nostalgic’ Launch: ‘So Cute’
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