West Elm is the latest surprising fan of the wellness movement. The furniture retailer is making digital moves to promote its new private label bath collection, signifying an attempt to connect with consumers beyond one-time large furniture purchases.

The retailer’s homepage and site navigation now have dedicated space for the Water Street collection, which features soaps, lotions, and bath bombs alongside items customers might expect from the retailer, such as lighting and mirrors. The brand also made moves across social media and with influencers, sending free products to fifty influencers and running ads on Facebook and Instagram. On launch day, West Elm used Instagram’s Stories feature to highlight products and re-gram user-generated content from influencers invited to in-store events. These adept social moves shouldn’t come as a surprise, given the praise West Elm earned in Gartner L2’s Digital IQ Index: Big Box for its Instagram practices.

West Elm

While digital seems to be the focus of marketing efforts, the brand also plans to leverage its physical presence to promote the line. Moving forward, West Elm will host in-store events in its 100 stores through its Design Crew program.  

Other retailers have made moves to capitalize on the wellness, self-care and beauty trends. Nordstrom has leaned in with a wellness-focused section on-site, carrying products ranging from clothing to wearables to crystal-infusing water bottles and Urban Outfitters has introduced own skincare and beauty line called Ohii. Forever 21 has a new dedicated space on site called Riley Rose that combines trendy home and beauty products, including private label lines. West Elm is the latest entrant into this space, but likely won’t be the last.

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