New York, Jan 11, 2026, 20:47 EST — Market closed
- Shares of Bath & Body Works ended Friday up 2.3%, closing at $23.29
- Company unveiled an updated rose fragrance collection featuring a brand-new scent
- Traders are eyeing next week’s inflation numbers alongside the company’s upcoming earnings report
Bath & Body Works shares closed Friday up 2.3%, finishing at $23.29 just before Monday’s U.S. session.
Why it matters now: investors remain uncertain if the fragrance retailer can halt the drop in demand after it warned back in November that holiday-quarter sales would dip and slashed its annual forecast. The news knocked nearly 25% off the stock in a single day. 1
The focus this week isn’t on any one headline but on results. For new products, the buzz has to translate into actual traffic and improved margins—not just social media noise—after a tough finish to 2025.
Late Friday, the company rolled out an updated rose collection in stores and online, introducing a new “Nocturnal Rose” while reviving four other rose-themed scents, according to a release. “We’ve reimagined rose with a modern edge, for a timeless yet effortlessly chic experience,” said Mary Testa-Gough, associate vice president of product and fragrance development. 2
The new fragrance, created in collaboration with Givaudan and perfumer Stephen Nilsen, was described in the release as “a contemporary reimagining of a timeless flower.” 2
Bath & Body Works shares have bounced back in early January, gaining roughly 11% between the close on Jan. 5 and the close on Jan. 9, per the company’s stock data. 3
Product launches don’t always boost the stock by themselves. The bigger threat lies in persistent heavy discounting across discretionary retail, where any uptick in traffic could eat into gross margins.
Investors are keeping an eye on the calendar. Nasdaq’s earnings page lists a tentative reporting date of Feb. 26, even though the company hasn’t officially confirmed it yet. 4
U.S. inflation figures might drive sentiment in rate-sensitive consumer stocks ahead of the Fed’s next move. The Labor Department is slated to release the December CPI report on Tuesday, Jan. 13, at 8:30 a.m. ET. 5
