Since February commemorates Black History Month, many businesses have displayed their support by releasing Black-inspired items. Bath & Body Works is the latest company to chime in on the month-long observation with their newest collection featuring candles, sprays, and lotions. However, the products have gotten side eyes from some Black people.
While the retail chain is inspired by “joy and empowerment,” customers have called them out for using the same fragrances with new packaging.
The Ohio-based company announced the collection on Feb. 1 to their Instagram account.
On the company’s website, there are several familiar fragrances, including “Champagne Toast,” Eucalyptus Mint,” and “Teakwood” decked out with African prints.
Celebrate Black History Month with Bath & Body Works ? We’re proud to support @NatUrbanLeague & @ColumbusUrbanLeague in their mission to promote economic empowerment, equality & social justice for African Americans & other historically underserved groups because we believe inclusion makes us stronger,❤️” the caption wrote.
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Instagram users flooded the comment section to express their opinions on the recycled scents for Black History Month.
One commenter said, “So I understand, y’all have been in business for almost 53 years, and this is the FIRST collection EVER this million-dollar company is recognizing and “celebrating” people of color by throwing some tribal designs on candles. What in name of FAKE diversity, equity and inclusion is this?!?!! Who asked for this? What are your true intentions for this brand new campaign?!!”
“As a black-owned candle company, this is horrible. If you want to support black people, black people who actually make candles, then give up your shelf for a day and support a black candle maker, body butter maker, and sprays …to those who actually make them. Another company jumping on the “we care “… until Mar. 1,” @realtalkcandles said.
Another commenter said, “Oh…oh no. I understand what the intention was here, but it’s coming off as performative. You might want to reconsider this display and just donate directly to those causes instead.”
Ronak Fields, AVP, Community Relations, and Bath & Body Works Foundation, recently stated that the company would donate $500,000 “to support efforts dedicated to civil rights & racial justice across the country.”
“This Black History Month, Bath & Body Works is proud to continue its longstanding commitment to the Columbus and National Urban Leagues through a $500,000 donation,” he said in a statement. “These funds will support underserved communities with workforce development and economic empowerment programs throughout America. I am grateful for the opportunity to work at Bath & Body Works and side-by-side with passionate associates who are committed to uplifting our neighbors.”
Tyrell Waiters, a Black designer from Seattle, Wash., collaborated with Bath & Body Works to create the Black-inspired packaging.
“Super happy to post this. I got to collaborate with @bathandbodyworks to design one of the graphics for the black history month collection. It was an absolute pleasure working with y’all,” the caption wrote on his Instagram post.
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William Bernard, Vice President of Design, said the collection acknowledges traditional African art with luminous colors and patterns.
“To me, it beautifully bridges our rich history with a bright future through vibrant colors and inspirational messages. I also think it’s meaningful that a group of Black associates, leaders and partners from Bath & Body Works were a part of the creation, allowing our collective expression to come to life,” he said.
