Andrew Meslow
Analyst · Bank of America.
Sure. So thank you for the question, Lorraine. At the highest level, I would reiterate that the way we look at our business across all of our businesses is asking ourselves the question first, are we, in fact, in the right categories. And as you can imagine, especially here over the last 18 months, the strong answer to that question for the Bath & Body Works business has been an absolute yes, whether it's the soap and sanitizer business that obviously has gotten a lot of momentum appropriately here during the pandemic; but then also our home fragrance business as people have shifted their lifestyles to be spending a lot more time at home; and then our body care business, which represents a real opportunity for people to treat themselves and to have a spa day, if you will, without ever leaving the house.
And so certainly, those have been great product categories to be in, in the short term here. But we also look at those categories in terms of where they've been over the last 10 years, which has been consistent growth in each of those 3 big market categories. And as we look out into the future, we continue to see a lot of opportunity for growth across the categories themselves, and therefore, our ability to continue to gain and maintain very high market shares in each of them.
As we think about what innovation will look like within the categories, we are very, very reliant on big key items within our big categories. And those key items represent a disproportionate share of our business. About 75% of our business comes from our biggest 10 or 11 items. So one of the things we're always looking at is the opportunity to launch new key items within our existing categories. So that is certainly something that you'll continue to see us work on whether, for example, things like moisturizing body wash or bar soap or additional candle and soap forms beyond the big forms that we already operate in.
And then we're obviously very interested in, what I'll call, adjacent white space to our big 3 existing categories. And so we're constantly testing into things like hair care and skin care that are, again, large market cap areas of opportunity from a mid- to long-term basis.
The last thing I would emphasize is that across all of our product categories, we're also continuing to focus on innovation and newness around more natural, good-for-you and good-for-the-planet strategies, whether that's around the ingredients themselves or around the packaging. And so those will continue to be efforts that you'll hear -- that you'll see and hear us focus more on as we go forward. So hopefully, that helps in terms of how we're thinking about it.