Why Did Bath and Body Works Discontinue Black Currant Vanilla?

Why Did Bath And Body Works Discontinued Black Currant Vanilla
Written by Lucas M. Hall

Bath and Body Works, a well-known retailer of personal care and fragrance products, has a dedicated customer base that eagerly anticipates the release of its various scents and products. Among these fragrances, Black Currant Vanilla has garnered a significant following over the years. However, to the dismay of many fans, Bath and Body Works decided to discontinue this beloved scent. In this article, we explore some of the possible reasons behind this decision.

  1. Changing Consumer Preferences

One of the primary reasons for discontinuing a particular product, including a fragrance like Black Currant Vanilla, is changing consumer preferences. The beauty and personal care industry is highly competitive and subject to evolving trends. Bath and Body Works continuously introduces new scents and product lines to stay relevant and appeal to a wide range of customers. If a particular scent, like Black Currant Vanilla, no longer aligns with current consumer preferences, the company may decide to discontinue it to make room for newer, more in-demand options.

  1. Limited Sales Performance

While Black Currant Vanilla may have had a devoted following, it is possible that its sales performance did not meet the company’s expectations. Bath and Body Works, like any other retailer, closely monitors the sales of its products. If a scent consistently underperforms compared to other offerings, discontinuing it becomes a practical business decision.

  1. Seasonal or Limited Edition Status

Some fragrances are introduced as seasonal or limited edition scents, creating a sense of exclusivity and urgency among customers. Black Currant Vanilla might have initially been introduced as a limited-time offering. When a seasonal or limited edition product is discontinued, it can create a sense of nostalgia and anticipation for its potential return in the future.

  1. Ingredient Availability

Fragrances often rely on specific ingredients to achieve their unique scents. Availability and sourcing of these ingredients can change over time. If key components of the Black Currant Vanilla scent became scarce or too expensive to obtain, it could have contributed to the decision to discontinue the product.

  1. Streamlining Product Lines

Bath and Body Works, like many retailers, periodically reviews and streamlines its product lines to ensure efficiency and to better serve its customers. This may involve discontinuing products that are deemed redundant or that do not align with the company’s current brand strategy.

  1. Making Way for New Offerings

Companies often discontinue certain products to make way for new, innovative offerings that cater to emerging trends or customer preferences. Bath and Body Works may have chosen to phase out Black Currant Vanilla to allocate resources and shelf space for exciting new fragrances and product lines.


While the discontinuation of a beloved scent like Black Currant Vanilla can be disappointing to its fans, it is important to understand that businesses like Bath and Body Works make these decisions for a variety of strategic and practical reasons. Consumer preferences, sales performance, ingredient availability, and the need to innovate all play a role in shaping a company’s product lineup.

While it may be sad to say goodbye to a favourite fragrance, it opens the door to discovering new scents and products that could become future favourites. Ultimately, the evolving nature of the beauty and personal care industry ensures that Bath and Body Works will continue to offer a wide array of options to cater to a diverse clientele.

About the author

Lucas M. Hall

Lucas describes himself as a “certified fragrance expert”, having worked with some of the world’s top perfumeries as a perfume consultant. His love for fragrances has allowed him to help companies create scents that continue to sell out to this day. When he isn’t choosing notes, he helps clients find the perfect fragrance that complements their style and personality. Many high-profile clients have found their signature scent through his advice. During his downtime, Lucas likes to fill his home with the mouth-watering smell of s’mores, scones, and other delectable desserts.

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