New scent store opens Easton

Bath & Body Works opens a redesigned store in Columbus this Friday.

The company launched its new Feel Good concept at 178 Easton Town Center on October 30. This location serves as one of three pilot sites for the updated format. The other two locations are in Charlotte, North Carolina, and Miami.

The new layout groups fragrances into broad categories like Warm & Woodsy and Fruity & Bright. This replaces the previous organization by specific product lines. The store includes shoppable drawers and flexible displays to reduce visual clutter. Bath & Body Works says these changes respond to customer requests for simpler navigation and clearer product information.

Shoppers can test products at new hands-on stations. These include an Eau de Parfum bar and a lip-and-blend station. The store also features dedicated sink areas for product demonstrations. A digital Fragrance Finder tool offers a short quiz to match customers with specific scent families.

The physical design incorporates natural stone, custom-colored tile, and warm wood. Signage provides more detailed information about product ingredients and benefits. The company will use feedback from these three pilot locations to guide future store changes.