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Beyond the Screen: Bath & Body Works Shines a Spotlight on the Power of Scent

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Brand Campaign’s Continued Expansion Invites Consumers to ‘Come Back to Your Senses’ and Highlights the Power of Fragrance

COLUMBUS, Ohio, May 2, 2025 /PRNewswire/ — Bath & Body Works, the global leader in personal care and home fragrance, is on a mission to reconnect consumers with what it believes is the most important sense: smell.

Through continued expansion of the brand’s “Come Back To Your Senses” creative platform, the campaign illustrates the power fragrance has in connecting consumers to their emotions, memories and moods. After all, the sense of smell can be a powerful, yet often underappreciated, tool for enriching daily life.  

“While today’s consumers live in a largely digital world where sight and sound reign supreme, the reality is our sense of smell can connect us to our most vibrant life experiences – from the feeling of being on the beach, a cherished family memory, or your signature scent that makes you feel like you,” said Jamie Sohosky, chief marketing officer at Bath & Body Works. “Bath & Body Works believes passionately in the important role fragrance plays in our daily lives, and through Come Back To Your Senses, we are on a mission to ensure no one ever takes their sense of scent for granted again.”

“You’ve dreamed about teleportation? . . . Well, it’s already here”
New with Come Back To Your Senses is Bath & Body Works’ latest advertising spot, featuring Emmy Award Nominee Jessica Williams from the AppleTV+ hit comedy “Shrinking.” Taking a page from the tech-industry’s fabled innovation keynotes, the advertisement demonstrates scent as a powerful new device by evoking memories and transporting Williams to different places and times – a keynote, a lavender field, her teenage bedroom and in the bath.

“I love the juxtaposition of high- and low-tech inherent in this campaign,” remarked Williams. “We live in such a digitally-focused, fast-paced environment, so I personally appreciate the message of taking a moment to stop and come back to your senses—all through the power of fragrance. And when it comes to fragrance, no one gets it like Bath & Body Works.”

The brand will also be connecting scent and sound this summer— bringing the power of fragrance to music festival goers via Bath & Body Works’ Scent x Sound Labs.  At the upcoming Just Like Heaven and Sand in My Boots festivals, attendees will experience an immersive, multi-sensory experience where fragrance and music converge to create a unique scent-memory connection. With more experiential integrations planned this year, Bath & Body Works will be celebrating all the ways scent and fragrance can help consumers live more fully.

86% of consumers admit it’s easy to take their sense of smell for granted, yet 78% said it is important to their overall well-being*.
To further underscore the power of fragrance, Bath & Body Works commissioned its “Scent & Senses” survey of 1,500+ adult Americans aged 18-65 in partnership with independent market research firm Reputation Leaders to gain a deeper understanding of U.S. consumers’ relationship to, and awareness of scent.

The key insight of this April 2025 Scent & Senses survey? While consumers overwhelmingly agree that scent improves their lives, this vital element remains absent from digital experiences, with Americans ranking their sense of smell as the “least important” of their five senses while also – time and again – reporting how critically important it is. Survey respondents noted,

72% agree “fragrance makes their lives better”;Two out of three said fragrance is “essential to self-care” (65%); andHalf (50%) said “a day without the scents they love is like a day without sunshine.”

Does fragrance really have “transportive” powers? 
Nearly 4 in 5 Scent & Senses survey respondents reported feeling that fragrance has the power to transport them to another place or time (78%), while more than half (54%) say that scent has the effect of stopping them in their tracks, or “arresting time” all together.

Despite the adage that “a picture is worth a thousand words,” the Scent & Senses survey suggests nearly 3 in 4 Americans (70%) agree that a particular scent transports them back to a specific moment or memory more vividly than a photograph.

Can your nose help make a love connection?
According to the survey data, it might, with respondents saying that scent plays a strong role in their interpersonal relations:

Two out of three Americans (65%) believe they would identify their romantic partner by scent alone if blindfolded;Three-quarters (74%) admit they would be more likely to “make a move on someone” if that special someone smelled good; andAn unpleasant smelling home is a “turn off,” not a turn on, with 4 out of 5 saying an unpleasant odor in someone’s home would make them visit less.

That said, people often choose a particular fragrance for their own enjoyment—not necessarily to attract a mate. In fact, 58% of Gen Z report that they choose to wear a particular perfume because they like the scent, even if it might repel a potential love interest.

About the Campaign
Bath & Body Works’ Come Back To Your Senses advertising spot featuring Jessica Williams debuts on May 3, 2025, during coverage of the Kentucky Derby; in the immediate days that follow, will air during the NBA Conference Semi-Finals and Met Gala; and then will continue via various streaming services. The advertisement was created by G1, Publicis Groupe’s bespoke integrated team led by The Community.

As the global leader in fragrance for 35 years, Bath & Body Works has a fragrance and format to match any mood or emotion—and to truly Come Back To Your Senses, shoppers can explore the Bath & Body Works robust product collection in-stores nationwide or online at bathandbodyworks.com.

ABOUT BATH & BODY WORKS
Home of America’s Favorite Fragrances®, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables the company to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming, in-store experiences at more than 1,890 company-operated Bath & Body Works locations in the U.S. and Canada and more than 525 international franchised locations to an online storefront at bathandbodyworks.com.

*SURVEY METHODOLOGY
The “Scent & Senses” survey, sponsored by Bath & Body Works, was fielded by independent research firm Reputation Leaders in April 2025, surveying 1,500+ adult Americans aged 18-65, sampled and weighted to be nationally representative.

MEDIA CONTACT
Emmy Beach
Bath & Body Works
Communications@bbw.com

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SOURCE Bath & Body Works

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SiMa.ai Wins Edge AI + Vision Alliance 2026 Product of the Year for Modalix SoM

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SAN JOSE, Calif., April 20, 2026 /PRNewswire/ — SiMa.ai, a leader in Physical AI, today announced it has been named the winner of the “Best Edge AI Board” by the Edge AI + Vision Alliance’s 2026 Product of the Year Awards — recognizing breakthrough innovation where machine intelligence meets real-world applications. 

“We are moving from passive edge to Physical AI — where machines reason and act autonomously in the real world. Being recognized by the Edge AI and Vision Alliance affirms what SiMa.ai was founded to deliver: high performance without the power drain, and a true platform for this transition. Our purpose-built Modalix MLSoC, paired with Palette, our software suite, addresses the full spectrum of use cases — from computer vision to reasoning-based analytics. Combined with our deep partner collaboration, we are enabling customers across industries to get to market faster and more efficiently,” said Durga Peddireddy, Vice President of Product Management & Partnerships, SiMa.ai.

This recognition builds on the momentum of SiMa.ai’s Modalix™ MLSoC System-on-Module (SoM), launched in 2025. Modalix powers generative AI (GenAI), computer vision, and machine learning (ML) inference at the edge, combining Arm-based compute, advanced vision processing, and high-bandwidth I/O into a single, low-power module designed for power-constrained environments. 

Physical AI deployments often face significant hurdles, including high power consumption, thermal limits, and the need for expensive hardware redesigns. The Modalix platform addresses these challenges by allowing customers to modernize existing systems quickly, bringing powerful AI closer to the data source without requiring a total infrastructure overhaul.

By enabling advanced perception, multimodal reasoning, and real-time decision-making directly on-device, the platform eliminates the need for high-power GPU hardware. This efficiency unlocks scalable deployments across industrial automation, robotics, and intelligent video applications.

The Edge AI + Vision Alliance brings together leading multinational companies and emerging innovators, connecting thousands of technical professionals across the industry. As the winner of the “Best Edge AI Board” category for the 2026 Product of the Year Awards, SiMa.ai is recognized for Modalix’s ability to deliver efficient, high-performance Physical AI at the edge in under 10W.

About SiMa.ai
SiMa.ai is a leader in Physical AI, delivering a purpose-built, software-centric platform that brings best-in-class performance, power efficiency, and ease of use to Physical AI applications. Focused on scaling Physical AI across robotics, automotive, industrial automation, aerospace & defense, smart vision, and healthcare, SiMa.ai is led by seasoned technologists and backed by top-tier investors. Headquartered in San Jose, California. Learn more at www.sima.ai.

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Critical Minerals Standards: ANSI Launches Initiative to Strengthen U.S. Supply Chains and Request for Information

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New initiative maps the standards landscape, convenes stakeholders, and builds toward a national strategy

NEW YORK, April 20, 2026 /PRNewswire/ — The American National Standards Institute (ANSI) is launching a multi-phase initiative to strengthen U.S. coordination on critical minerals standards — the shared rules and benchmarks that help ensure minerals are sourced responsibly, supply chains remain secure, and American industry stays competitive globally. This initiative moves forward thanks to the U.S. Department of Energy’s Advanced Mining and Mineral Production Technologies Office, whose partnership made it possible to act on one of the nation’s most pressing industrial priorities. It directly responds to U.S. government priorities to secure domestic supply chains and reduce dependence on foreign sources of critical minerals. 

This effort brings together U.S. stakeholders to coordinate national standards priorities, positioning American industry and government to contribute meaningfully to the success of the G7 Critical Minerals Standards Roadmap while harnessing the momentum of the current administration’s focus on supply chain resilience and domestic competitiveness.

The initiative includes a standards landscape assessment, a webinar series, a two-day hybrid workshop, and a summary report with recommended next steps. A call for webinar speakers and a request for information for the standards landscape is open.

Why This Matters

Critical minerals are foundational to national defense, clean energy, advanced electronics, manufacturing, and infrastructure. Yet as global demand rises, the U.S. faces real risks: fragmented efforts at home, supply chain vulnerabilities, and growing urgency to align on the international rules that govern how these materials are sourced, processed, and traded.

Standards bring order to that complexity. They promote transparency and traceability across supply chains, help U.S. companies access global markets, and give the public and private sectors a common framework for investment. Without a coordinated approach, the U.S. risks ceding influence to competitors who are already moving.

What the Initiative Includes

ANSI connects the organizations that develop standards with the industries that rely on them. To accelerate U.S. leadership on critical minerals, ANSI will deliver:

A standards landscape assessment that maps the current state of play: which standards exist, which organizations develop them, where work is underway, and where gaps remain. The assessment will cover the full supply chain — from extraction through processing, manufacturing, and recovery — and consolidate prior mapping efforts into a single, accessible resource. A Request for Information (RFI) is open.A webinar series to raise awareness of existing standards and regulatory activities related to critical minerals, including a dedicated session for U.S. government stakeholders. Briefings will feature standards developers working across the supply chain. Speakers invited and registration is open.A two-day hybrid workshop convening federal agencies, standards organizations, and industry to identify high-priority needs, explore challenges, and inform the development of a U.S. critical minerals standards strategy this September in the Washington, DC area. A summary report will capture key findings, gaps, and recommended next steps.

Ongoing Coordination

ANSI also convenes a quarterly U.S. ISO Critical Minerals Standards Coordination Group for members of U.S. delegations to ISO Technical Committees. The group serves as a forum to share information, coordinate engagement, and align international standards activities. The next meeting is April 24 — registration is now open.

About ANSI

The American National Standards Institute (ANSI) is a private non-profit organization whose mission is to enhance both the global competitiveness of U.S. business and the U.S. quality of life by promoting and facilitating voluntary consensus standards and conformity assessment systems, and safeguarding their integrity. Its membership is comprised of businesses, professional societies and trade associations, standards developers, government agencies, and consumer and labor organizations.

The Institute represents and serves the diverse interests of more than 270,000 companies and organizations and 30 million professionals worldwide. ANSI is the official U.S. representative to the International Organization for Standardization (ISO) and, via the U.S. National Committee, the International Electrotechnical Commission (IEC). For more information, visit www.ansi.org and access the latest news and content on LinkedIn, X, and Facebook.

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Bobby Lehew Named commonsku’s Chief AI Officer — an Industry First in Promo

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TORONTO, April 20, 2026 /CNW/ – commonsku, the connected workflow platform trusted by 950+ distributors driving $1.9 billion in network volume, today announced the creation of a dedicated AI + Strategy role, promoting Bobby Lehew to Chief AI Officer to lead the company’s AI initiative for customers and the platform. The move makes commonsku the first platform in the promotional products industry to invest at the leadership level in AI strategy shaped directly by distributor needs.

The new role bridges the gap between what AI can do and what commonsku’s customers need it to solve, owning the intelligence loop between customers, product, and the AI landscape. What makes the role distinct: it combines AI landscape intelligence, product strategy influence, direct customer engagement, and industry thought leadership in a single role.

A Natural Evolution

Lehew brings more than 30 years of experience in the promotional products industry to the role. Prior to joining commonsku, he was the CEO of Robyn Promotions, a company among the first wave of distributors who architected the model of technology driven e-commerce company stores in the industry, earning three consecutive Inc. 5000 rankings. Always tech-forward in his work, his industry recognition includes multiple Gold and Silver PPAI Pyramid Awards.

The shift to AI strategy is a natural next chapter for Lehew. At commonsku, he built the company’s content engine from scratch — co-hosting the skucast (350+ episodes, the #1 promotional products podcast) while leaning heavily into AI for all his work. He is editor of The AI Promo Brief, the industry’s go-to resource for AI developments in promotional products, and speaks frequently on the future of merch and the cultural shifts transforming how we sell. At PPAI Expo 2026, his AI session packed the room to capacity and was named a must-attend session by PPAI editors. The industry has been watching Lehew move deeper into AI for over a year. This role makes it official.

Investing in AI for Customers

“The industry is at an inflection point with AI, and distributors need a partner who understands their business,” said Catherine Graham, CEO of commonsku. “commonsku has always been built ‘by promo, for promo.’ Bobby has three decades of that expertise, a passion for helping our customers, and the strategic insight to shape AI tools for future growth. This role reflects our mission: making sure our AI tools solve real problems for real distributors.”

“The companies pulling ahead are the ones leading with customer intelligence – letting what they learn from their community shape what they build and advancing with the frontier of AI development. That’s what this role is designed to do. I’ll be talking with our customers at every level about AI and making sure the features we build make work smarter, drive growth, and eliminate friction.” said Lehew.

“Bobby and I have been creative partners for years, always pushing each other to see around corners for this industry,” said Mark Graham, President of commonsku. “We’ve launched multiple projects together and helped educate and raise the standard for what the future distributor can look like. This role is a natural evolution of that passion. He deeply understands the industry and the distributor’s pain points, and he sees with us an incredible opportunity with AI. We’re thrilled to build commonsku’s AI future together.”

commonsku’s AI investments are already in motion. The skubot Mockup Generator is in beta with Advanced and Enterprise customers, a new Opportunity Agent is entering beta as an AI-powered business intelligence tool, and the company’s immediate roadmap includes a Description Rewriter, Auto-Art Configuration, and a Presentation Generator with much more to come.

About commonsku

commonsku is the workflow platform of choice for the promotional products industry. Built by industry experts, it combines CRM, order management, and social collaboration tools in one cloud-based solution. Over 950 distributors and the industry’s largest suppliers rely on commonsku to power $1.9 billion in network volume. With commonsku, teams process more orders, work more efficiently, and grow their sales faster. Learn more at www.commonsku.com.

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