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Bath & Body Works’ Plan to Restore Its Shine

With a new CEO, a deeper push into fine scents and updated distribution channels, the mall mainstay is hoping to reestablish its position as the ultimate fragrance destination.
Bath & Body Works Touch of Gold Eau de Parfum
Bath & Body Works latest scent Touch of Gold was nosed by Symrise's Nathalie Benareau, who also helped craft Paco Rabanne Million Gold For Her. (Bath & Body Works)

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About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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