If there's one thing Bath & Body Works knows how to do, it's to get the people talking.
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.
Instead, the mall staple is going viral for a creative and first-of-its-kind new marketing campaign, having turned part of Manhattan's Grand Central Station into “Grand Scentral Station” with an innovative transformation.
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.
“It smells like Christmas!” one said as he walked by, with another voice from off-screen agreeing, “It does!”
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.”
"This fragrance-forward experience underscores the role that fragrance has in creating memorable moments during the holiday season," the brand explained in the caption.
@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 - outfrontmediausaTikTokers praised the "Incredible marketing ?," gushing over the "Brilliant" campaign.
"this is SOOOO smart," one complimented, while another affirmed, "This is SO COOL," and a third reiterted, "very cool concept. well done?."
"this is a cute ad omg," the praised continued, with another urging the brand, "now THIS is marketing. give ‘em a raise!"
"It’s such a lovely surprise while walking through the station! ?," a local viewer gushed.
"Incredible campaign I experienced it yesterday and was geeked out haha," another agreed.
"this is the best holiday gift ?," someone else quipped.
Related: Bath & Body Works Fans Say They ‘Got Every Single One’ of Returning Favorite
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 ?."
"Hear me out, the 8th AVENUE TUNNEL PLESSE," another suggested, with someone else disagreeing that "it should’ve been West 4th St Station."
"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
Some fans, however, complained about the proverbial assault on their senses, with one migraine sufferer calling it their "worst nightmare."
"I hate this," another lamented. "I take the shuttle every day and it makes me so nauseous."
"Pine scented subway air would be my last straw ?," someone else agreed.
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.
Grand Scentral Station is open through Nov. 30, 2025.
Related: Bath & Body Works Fans Are Swooning Over ‘Nostalgic’ Launch: ‘So Cute’
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