When Neil Fiske was offered the top post at Bath & Body Works three years ago, he asked himself if he could recharge the company, which, after a decade of aggressive sales growth, had stalled at $1.8 billion and hit a wall of negative same-store growth, the chief executive shared with a host of beauty executives gathered at CEW’s Newsmaker Forum Wednesday evening.
Fiske recalled that, after considering the retailer’s affordable fragrance positioning, customer experience and vast store network, he accepted the job, plunging headfirst into the beauty industry.
Fiske and his team continue to run toward change and have transitioned BBW from a purveyor of scented lotions into a modern apothecary, which now is in need of marketing muscle.
That said, Fiske announced that Anne Martin-Vachon, a veteran marketing force at Procter & Gamble, has joined BBW as chief marketing officer. He noted that Martin-Vachon, who previously served as vice president of global cosmetics and beauty marketing for P&G beauty, will work closely with Camille McDonald, executive vice president of merchandise and brand development for BBW, whom he credited with developing brands that have a “story well told.” Martin-Vachon will report to Fiske.
Fiske told WWD that Martin-Vachon will take a look at BBW’s growing stable of exclusive brands — including C.O. Bigelow, Patricia Wexler M.D. and American Girl — and then customize a marketing approach for each. For instance, BBW is taking the direct response TV approach to tout Wexler’s line, and has recruited the dermatologist’s longtime patient, model Christie Brinkley, for the purpose. The informercials are slated to break this fall. Direct response TV is gaining prominence as a viable retail channel, said Fiske, noting that Proactiv Solution, the acne treatment line, has garnered $300 million in sales without a storefront.
In addition to stepping up its marketing efforts, BBW also is surveying the global retail landscape, and has dabbled in the international market by selling Henri Bendel candles in Selfridges in the U.K. “We believe our products have global appeal,” said Fiske, adding the challenge would be finding the right international retail partner.
As for Fiske’s take on beauty shoppers, he declared: “Never underestimate her. She is spending money and she will spend more money in the right environment for the right product.”