Before & After: Bath and Body Works

After

  

Before

I saw the new packaging for Bath and Body Works signature line a few weeks ago when I was out shopping and wrote them to inquire about the redesign.

This is what they had to say:

"The Signature Collection restage launched in 400 stores in the Eastern half of the United States and rolled nationwide in early February. This preliminary launch helped us test and learn to roll out the remaining 1200 stores successfully.

This relaunch has improved the perception of Bath and Body Works through more sophisticated packaging, improved formulas and new and improved in-store marketing and navigation."

A few more after the jump.

Comments

[aks]

With so many bubbles, you cant really see any of the art

[snow]

I like it, but I'll miss the old design.

[john.q]

yeah... can we see some images sans bubbles? it's hard to judge a design you can't see.

[Rachel Dunagan]

I just updated the post with an image without bubbles.

[Brian Son]

The new bottle shape is quite...sexy. Great improvement, much more compelling through saturated/dark visuals and sexier photography.

[Lindsey]

I've seen these in person and the new chrome cap looks cheap and tacky. Bottle shape as well as the photography are much improved, but something about the label size or shape is off. Too big, or maybe it simply doesn't fit the bottle well? Overall, I feel like some aspect of the B&BW brand has been lost. These seem like they'd be more at home in a Target.

[Melissa Klotz]

I'd like to see this in person. I agree with Snow, to a degree. B&BW to me is nostalgic, a throw back to my preteen years. In those days, B&BW products had a warm country, southern comfort (not the liquor) look about them. Not that those designs would still work today, but I miss those days!

[Adam]

Any word on who did these? I think they're an amazing improvement much more sophisticated & easy to identify.

[Jin]

Ugh! I don't like the redesign... I saw them in person last week, looked cheap...

[Steven]

Anomatic Corporation provided the metal closure.

[anony mice]

I like the new design.I got these as a gift and if I had gotten the old style I don't think I would have felt "these are special".When I look at the moonlight path bottles in my bathroom, I imagine going for a moonlit walk and it feels relaxing. Breathing in summer flowers. Mysterious and sexy.

[JT Harvey Jr]

I would like to compliment teh packaging at Bath and Body Works and ask the packaging team leader a few questions. How can I reach that individual?