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.
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