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Bath and body is falling into the Gap.
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.
This story first appeared in the May 18, 2007 issue of WWD. Subscribe Today.
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.