This fall, Bath & Body Works is entering the laundry category with its first ever fabric care collection—and the retailer is giving customers a voice in shaping the assortment.

“We are constantly looking for ways to elevate our brand, optimize our core business and bring innovative new ideas to Bath & Body Works customers,” said Julie Rosen, president at Bath & Body Works. “Knowing our customers love to experience their favorite fragrances in a multitude of ways, we’re looking forward to leveraging our core strengths and competitive advantage in fragrance and innovation to expand into this brand-new category.”

The launch of the laundry category is the result of what the retailer calls “enthusiastic customer requests” to bring the its beloved fragrances to laundry care.

Bath & Body Works’ consumer research indicates that 77% of shoppers love getting complimented about the scent they wear, and the company is seizing the opportunity to reinvent the laundry category and give consumers a way to bring their favorite fragrances to yet another part of their lives.

Crowd Sourcing The Scents

Beginning today through May 29, members of My Bath & Body Works loyalty program can cast their votes for their favorite fragrance across 14 Bath & Body Works-exclusive scents coming to the fabric care category later this year.

“Our customers guide every decision we make so we’ve integrated voting technology within our loyalty platform to enable customers to directly influence how we launch products for the first time ever,” said Jamie Sohosky, CMO at Bath & Body Works. “We’re tapping our most loyal customers to tell us which fragrances they want to shop first because we want to help create a deeper personal connection to the fragrances they love.”

The five fragrances that receive the most votes will be available in an early access shopping event exclusively for loyalty members prior to the full collection launch this fall. In addition to determining which fragrances will launch first, members will have the opportunity to sample the fabric care products before anyone else as part of a limited-time members-only event.

Details will be revealed exclusively in the My Bath & Body Works app, according to the company.