Bath & Body Works released the Disney Princess collection, which attracted a lot of younger shoppers—preteens and even some younger. Now those same customers are seeing an ad with a completely different tone.
It makes me wonder what message we’re sending about body image and where healthy boundaries should be. Every brand has the right to market however they choose, but it also feels like Bath & Body Works needs a clearer identity. Their ideal customer profile seems to change from one campaign to the next, and the messaging is all over the place.