Summer Just Got a Whole Lot Juicier

Bath & Body Works has launched Fruit Fusion, a new body care franchise backed by one of the brand’s biggest integrated marketing campaigns to date, created with YARD NYC. The launch also marks Hilary Duff’s introduction as both campaign ambassador and creative partner, with the brand positioning the collaboration as part of a broader push to refresh its marketing and connect with a new generation of consumers.

Rather than using Duff as a traditional spokesperson, Bath & Body Works worked with her more closely as a creative partner to shape a campaign focused on confidence, self-care and everyday routines. The brand says the partnership reflects its “Consumer First Formula”, bringing together product innovation, design and a personality that feels relevant and authentic to its audience. Duff described Fruit Fusion as a natural fit with her own routine, highlighting both the joyful scents and the performance of the products.

The integrated campaign runs across social, CTV, YouTube, ecommerce, in-store and major out-of-home placements, including a Times Square takeover. Its timing also aligns with Duff’s return to touring for the first time in 18 years, alongside a new album and renewed fan enthusiasm across generations. Bath & Body Works saw that momentum as a strong match for its own evolving brand story under new leadership.