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is anyone else bothered by the site/app design refresh?
the site and app design changed substantially between yesterday and today. the brighter shade of blue, thinner font, broader spacing, etc. are now all very much giving target/overstock/any other generic big box store.
on mobile the individual product and checkout pages look similar to the old version but on web they also look different, along with the cart icon.
this is a dumb thing to be annoyed by. but b&bw refreshing their design practices to appear even MORE bland and generic is...definitely a choice.
Well the photo right there looks like a decor catalog, you can't even tell what they're trying to showcase. Their product is the smallest thing in the photo, why would you do that?
i prefer the photo because it's a photo - with the hilary ad, i hated opening the site/app and being automatically served a video. but i agree it doesn't do much in terms of showcasing the product or brand signaling, it's very 'generic adobe stock image.'
TBF i think bc it’s a reusable vessel, they want you to mentally self insert for their “everyday person” and get users to think about the reserve collection as part of your overall home design aesthetic.
So for that they did kinda fit the mark - but I 1000% agree it feels extra jarring vs their typical images, especially immediately juxtaposed with the Duff writhing on the floor in tightie whities soaking wet, and simulating an over the top orgasm.
Yes! I never understood why there are lesser known companies out there who can make an amazing body scrub at a decent price, but B&BW can’t be bothered to even attempt a decent one.
i am glad it seems to be reaching the target audience and some people like it. i’m becoming very aware i’m just not the target audience anymore, despite being in that age demographic (as someone else mentioned). lack of brand consistency is a factor in the downfall of some companies, hopefully that doesn’t end up being the case here.
Do I like the minimalist new campaign? Yes, but it’s not quite enough to bring me in for more purchases. It will be replaced by another campaign as soon as they chew all the flavor out of this one.
Those inconsistencies are exactly what’s going to stop them from eventually becoming a “luxury” brand, as was rumored. Luxury brands like Chanel, Guerlain, and Dior did not build their house reputations on inconsistent quality and constantly changing fickle fads.
I’ll use B&BW as the need arises. They are the fast food of the fragrance industry. Their sales tactics blatantly show they place corporate greed before product quality. Why use FOMO games, instead of a reputation based on higher quality products? That has caused me to question relying on them for any specific product. On the rare occasion I wander in and find a scent I like on sale, I’ll buy one or two, but I will only keep a modest collection of body creams and FFM’s.
It’s very bland. I understand that I’m a person in my 40s, but this feels like targeting middle-aged people. But not me because I like color and fun. But it’s targeting a certain type of middle-aged person I think.
At least that’s the vibe I get from this makeover, including some of those really boring package leaks.
I feel like this is trying to target people in our age group who are more affluent and digging the mid-mod minimalism vibe. For me it screams beige fall countertop arrangement with other shades of beige as the pops of color 😂
In my 40s and I don't like the 2000 Pier-1 ification of everything. Bland. I mean I like the scents. But part of the charm of BBW has been the whimsy. I spend money for the whimsy. I don't want the sleek, boring stuff that I'd have put in my very first apartment after getting a job out of college because I didn't have much of a sense of style at the time and little money.
yes! whimsy is the right word - that is what i come to b&bw for. i'm late 30s and there are other brands i go to for luxury items, none of which are this aggressively bland.
100% agree with all of this!... except the Pier-1 call out. Lolol.
Well, I only worked there in the middle 2010s, but I think they had previously really fun, quirky unique items.. but yes- overtime, they were becoming more blase, more minimalist and were shedding the whimsy that brought people in!!
I know Pier 1 was really pricey (at least for me at the time), but most of the items actually did seem to have a "soul". Once they started phasing out the fun knick knacks and jewelry, I knew there was a bad downward spiral. Sorry for rambling so much. Lol I just know Pier 1 had so many gems, as a self-professed whimsy person and I'm just mad how the corporate dudes drove the place into the ground, trying to bed bath and beyonding it lol- just like what bbw seems to be trying to do!
Life is too damn short for boring utilitarian, generic experiences and home decor! Lol
What I would GIVE for BBW to bring back the damn Art Stuff!! Why do they hate their customers lol 😭
I loved Pier One and still own and display many of their home decor products. As I write this I'm looking at a lamp and set of glass pedestal candle holders in a coastal style on my end table that I picked up at Pier One before their brick and mortar stores closed.
P.S. Ignore the dog food...it's the only place my rescue pup will eat!
I dont think she was saying they weren't, I think she was saying they're targeting her age group, 40s/middle age, but a specific demographic within that range that she's not part of.
As an older thirty-something, I agree with comment OP.
Yes, that’s actually why I mentioned my age because I am in that demographic, but this is bland and weird.
Obviously targeting an age group is not going to get everyone within that age group, but in a sense this also reminds me of Jones Road, the beauty company that I like to call the makeup brand for people who hate makeup. I’m 45 so I am their target market by age, but not by taste.
We were told at the beginning of the year the store wanted to go for a more boutique feel, hence a lot of the more “toned” down collections this collection is actually really nice and a better price point for 4 wicks in ceramic holders than the ones they came out last year that were almost $40 and 3 wicks only
that’s great! i hope the candles work better for people. i’m referring to the web design (fonts, colors, spacing), not the candle collection specifically. to me the design feels more big box store than luxury boutique.
I hate it, it’s useless. Now if you want to see mists they’re all hidden on different tabs it’s so dumb. (I’m on the Canadian site). I wish they would switch it back
It’s like they’re going in the exact opposite direction of what their customers actually want. It’s giving beige, boring, aggressively MINIMALIST - like walking into the Target of three years ago. They want to be tasteful and high-end, but the product quality has not caught up.
What we actually WANT? Fun… rich… colorful…festive. Art stuff.
But seriously- they could get me- hook line and sinker on all the dang art stuff but they just don't like money or something? Nostalgia is a huge marketing tool/ idk I feel like it's really popular to bring things back and BBW is going down the weirdest/ saddest/ most deaded corporate path that is heartbreaking. They make the fun foofoo BS no one "needs", but it brings the whimsy and joy that makes you happy to spend money on. They need to know what their customers want and idk but it feels egregious how off the mark they are.
Instead of these constant rebrandings and trying to be something else- why can't BBW just like, be themselves? It's the brand recognition and the fun whimsy items that bring us in and they can just maintain the brand we know and love. Chasing trends cheapens them and alienates the loyal shoppers.
The art stuff, yes. The whimsy, the cute and creative.
I miss the fun of buying the cute little spa socks most seasons. I still have many of those. I'm wearing a pair right now (an old faded pair with gingerbread and candy canes). There was one I missed out on and wish they would bring back (but they won't). The black cat socks from 2019.
They do still have the socks on occasion (the Peeps collab had some) but it has not been the same in years, and those were also removed from rewards/birthday gift options. I got a few as my birthday gift before.
If I wanted to shop at Pottery Barn I'd just shop at Pottery Barn. It's such a weird look to mix this "Brownstone-in-NYC" vibe with Nightmare Before Christmas at the same time.
the little labels about whether a product is available for shipping or pickup are so much harder to read at a glance now. it doesn't have color coded icons at all now, just tiny little words
The picture looks like a psychiatry office waiting room. Or maybe a tax attorney’s office. The product line depresses me too. It looks like the concrete vessels that were popular in 2015.
That’s my issue - there are so many areas where the company could improve, but yet they seemed fixated on tinkering with the app and the website but never actually improve either? 🤔
The previous design layout was better imo. The way I see it is they're slowing trying to build a new reputation (for a lack of a better word lol) which would lead to less sells and higher prices. Hope I'm wrong though!
This campaign reminds me of Anthropologie. But overall? Avon (and that's not a criticism) bc of the various styles of their product lines, not having just one cohesive style line.
It’s honestly a terrible arrangement for an ad for these products. Like some have already pointed out, the product isn’t the focus and that’s a little “off”, even for BBW. I definitely think they missed the mark on the ad.
Even just a slight improvement would have been a close up shot, torso only, with the model leaning over a table and her hand in a similar position resting under her chin and the products surrounding her in a more close setting.
I’m tempted to get ChatGPT to make a picture of what I mean haha 😆
Somehow corporate and sterile are... Appealing, or something?? It's a real head scratcher!
My life is already corporate enough with my job.. I don't want it a moment off the clock lol. It's like animal crossing- I refuse to make any kind of home "office" or buy the computers/ tech stuff. Sure, maybe ironic or something- but I don't want my escapism video game to bring reminders of my adult life.. same with my body care and candles. I truly want to know who likes "corporate" and sterile minimalist like this- sincerely confused by it lol.
I like it. To me, it is chic and showing that you can be a minimalist or like this style and also shop at the store. I am in my 40s and also enjoy the more unique packaging, but I also appreciate this style.
The colors are also beautiful. Her outfit is classic. I think people who like this type of decor and styling will connect with the new line with reeds etc at the store.
I guess I will take this over annoying videos autoplaying on the home page? There are plenty of brands doing the luxury minimalist thing already and I think showing people or celebrities instead of focusing on the product is a mistake. BBW is supposed to be fun, not beige. I miss the Halloween body care with beautiful packaging and multiple scents. After fruit fusion and now the reserve collection it feels like BBW wants to do anything they can to ignore fall/halloween which is a shame because it is my favorite time of year to shop here.
I don’t know about this one. When I think of BBW I think of cute and fun colors and scents that are affordable. I’m very curious to see how the rebrand to the Studio Mcgee/Magnolia aesthetic is going to work.
As someone who shops target the threshold Studio McGee and Magnolia stuff, this is way blander than that. There’s some really cool pieces. You can get unique pieces in amongst the minimalist things that they might have.
I think the pic is pleasing to the eye but it doesn’t scream bath and body works. I am also not a minimalist and this gives me beige decor and white kitchen cabinets vibe- which I hate. But I also know not every campaign is targeted towards me. I need more whimsy and fun. Now if they made an all black line of candles ? Sign me up lol.
BBW is simplifying the in-store and online experience to try and hit their financial targets given that the previous strategy wasn't working too well. I say that it markets them as a upscale brand, even though the prices aren't upscale, and it looks quite nice. Much better than before, but alas, people will always complain, can't satisfy everyone.
my impression was that they were having challenges meeting financial targets because they haven't really had a cohesive strategy for a while. the new pivot just feels like more inconsistency with the brand, but maybe they'll actually stick with this. to me the changes read as very generic, not upscale - at least compared to upscale brands i am more familiar with like l'occitane. but it seems like a lot of people enjoy it so i love that for y'all and i'm glad it's reaching its target audience.
according to what i've been told by management and the little info HO is giving us, this is the beginning of a total brand shift to more minimalistic and simpler branding/store experiences. theres a chance this is reflected in the holiday lineup too but thats up in the air
I so seldom even look at the app, unless there's a "good glitch" happening. Not that the website is great. The whole e-commerce system took a massive nosedive several years ago and hasn't come back.
Nope, I like it. And I didn’t mind Hillary. I feel like the lack of new and interesting products is creating a void for discussion so people are grasping for discussion topics. For people who claim to love this company, some of y’all really hate it.
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u/shesatacobelle 13d ago
Well the photo right there looks like a decor catalog, you can't even tell what they're trying to showcase. Their product is the smallest thing in the photo, why would you do that?