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Earnings
Bath & Body Works is leaning on content creators, reworking packaging and formulations to recoup sales
By Emily Jensen
Mar 4, 2026

As part of its Consumer First Formula turnaround plan announced in November, the Ohio-based personal care company is implementing new strategies to reinvigorate consumers in a competitive market. That includes modernizing its packaging and formulations to keep up with new demands.

Glossy Pop Newsletter
Glossy Pop Newsletter: Why a beauty brand is giving Gen Alpha equity

Evereden is not the first brand to give equity to creator partners — Glossy Pop reported on Nudestix’s “CSOP” (celebrity stock option plans) in 2022. But the three creators that are a part of its new Generation E, equity-based…

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