The retailer is test-marketing its new Bath and Skin Collection in its 150 Gap Body stores, and will add a second scent line, Gap Body, in the same distribution in August — both with an eye to eventually rolling the products out into mainline Gap stores, said Annette McEvoy, vice president of personal care for Gap.
And these are no small collections: the initial Bath and Skin Collection lineup includes eight scents, each available in a variety of forms ranging from body mists to hand cream, while the Gap Body fragrance lineup introduces six new eaux de toilette.
"We want to make a big splash into the fragrance and personal care arena," said McEvoy, "so we wanted to do a variety of fragrances. What we've come up with, we think, is a modern, wearable assortment."
The scents will not replace Gap's existing fragrances, said McEvoy.
Inter Parfums, Gap's fragrance partner, and Trey Laird of Laird + Partners helped create the new collections. "We wanted to develop something with lots of personality, something that feels fun," said Laird, adding that the desire to do many variations quickly led to the idea of multiple scents.
"We wanted it to be a whole environment, and that's hard to do with one scent," said Laird. "These scents are light, so you can easily layer several of the products and not be over the top."
The Bath and Skin Collection scents are Rain Check, a mix of cactus flower, hyacinth petals and crushed green leaves; Sugar Snap, with pear flower, dew-drenched lotus, white woods and musk; Love Shack, a flirty combination of red raspberry, passion fruit sorbet, honeysuckle and jasmine water; Peace Train, with lavender, chamomile, green tea and sandalwood; Night Fall, with white tiger lily, amber, Oriental incense and dark woods; Island Hop, a cocktail of coconut water, pineapple puree, hibiscus petals and white amber; Moon Walk, with creamy paperwhites, vanilla orchid, nubuck suede and clean musk, and Sunny Side, a medley of white peach nectar, pink grapefruit tonic, sweet honeysuckle, muguet and blond woods.The Gap Body eaux de toilette include Coconut Tuberose, a mix of the two scents that comprise its name; Lavender Tea, a concoction of lavender, vanilla and green tea; White Amber, a cocktail of bergamot, warm ambers and woods; Mandarin Jasmine, an intense floral blend; Velvet Bloom, which includes muguet, osmanthus and musk notes, and Washed Cotton, a scent of fresh linen, cotton flower and cedarwood notes.
The eight Bath and Skin Collection scents are available in a number of products: mini hand creams, $4.50 for 1 oz.; shower gel, $9.50 for 8.4 oz.; hand cream, $10.50 for 3.4 oz.; body scrub, $11.50 for 5.1 oz.; body lotion, $12.50 for 8.4 oz.; bath salts, $14.50 for 7 oz.; body cream, $16.50 for 6.7 oz.; body mist, $16.50 for 8.4 oz., and bath oil, $18.50 for 16 oz. They are rolling into Gap Body stores now.
The six Gap Body scents will be available in 3.4-oz. sprays, each priced at $28.
While none of the executives would comment on projected sales, industry sources estimated that the collections together would do upward of $30 million at retail in their first year on counter.
Packaging is "clean and sophisticated, but with a youthful spirit," said Laird. "We wanted it to be very classic, not tricky. And since this is launching first in Gap Body stores, the packaging had to be a bit more feminine."
While McEvoy notes that the scents will appeal to all those customers "young at heart," the products' target is women from 25 to 35 years old.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye