Bath & Body Works Plans to Increase its “Influencer Activity” Tenfold

Bath & Body Works

Bath & Body Works plans to significantly expand its use of creators and influencers as part of its brand transformation and its Consumer First Formula. CEO Daniel Heaf shared during the company’s Q4 2025 earnings call that the brand will increase its investment in “influencer activity” tenfold, making creators a core part of how the company engages consumers.

Heaf says creators will play a central role in the brand’s new go-to-market strategy, particularly in connecting with younger consumers, such as women ages 25 to 30. He also sees creators as a way to modernize the brand’s social presence and show up in ways that feel native and culturally relevant on the platforms consumers already use.

“We are really looking for those thousands of influencers that we recruit to be posting their content about our product and our brand in their voice,” Heaf said, citing other companies’ success with this approach.

Why It Matters: Heaf’s comments reflect a growing trend among major consumer brands. Since Unilever CEO Fernando Fernandez announced that the CPG giant would work with 20x more influencers and shift a significant portion of its marketing ad budget to social media and creators, other companies have been signaling similar moves. Creator marketing still represents a relatively small share of most brands’ budgets, but its importance is growing.

Deploying creators at scale is becoming critical for brands to maintain visibility and cultural relevance. They are also key to reaching younger audiences who spend hours consuming their content for recommendations, product discovery, and purchase decisions. Rather than relying primarily on traditional marketing, brands are increasingly making creators a core pillar to build long-term relevance and growth.

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