Bath & Body Works Tops TIME's Best Brands List for Men's Grooming Products

Bath & Body Works has been named to TIME's inaugural list of the World’s Best Brands, taking the top spot in the male cosmetics category with a perfect score of 100. This recognition was based on a survey conducted by TIME in collaboration with market research firm Statista, which gathered insights from over 49,000 consumers. Respondents evaluated companies on brand awareness, social media presence, likability, usage, and loyalty. The list highlighted the top five brands across 66 categories for their ability to consistently deliver well-loved and well-known products.
 
Bath & Body Works' men’s collection, which includes over 200 personal care and grooming items like colognes, beard oils, and skincare products, is one of the brand's fastest-growing segments. By staying in tune with consumer trends and launching innovative products, the company continues to strengthen its connection with male customers.
 
To further promote their men’s line, Bath & Body Works launched a nationwide pop-up tour, making appearances at major sporting events including NBA, NCAA, NFL, and college football games. More than one million men tried the products during this campaign, with positive feedback. Additionally, the brand teamed up with prominent athletes such as Christian McCaffrey, Nick Bosa, D’Angelo Russell, and Tyrese Haliburton to boost awareness and excitement for the collection.
 
Maurice Cooper, Bath & Body Works' Chief Customer Officer, remarked, "As a global leader in fragrance, our brand resonates with a diverse audience. Being recognized as one of the World’s Best Brands, and particularly as the leader in the men’s category, underscores the success of our strategy and the strong loyalty of our fans. This honor encourages new customers to explore our exceptional range of fragrances, enhancing their self-care routines."
 
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