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Marketing in Brief: Gap Scents

This article was originally published in The Rose Sheet

Executive Summary

Gap Scents: Gap Sport fragrance-free personal care line targets consumers with an "active lifestyle" and a "young attitude at heart," The Gap said. The clothier's first body care line, the seven-SKU Gap Sport line is formulated with The Gap's "Active Complex," a "restorative blend of essential oils" that "help tone and purify skin," the company said. The Gap Sport line includes a hydrating lotion, an exfoliating body scrub, a head-to-toe shower gel, a soothing massage gel, a cooling foot gel, a 2-in-1 shampoo and conditioner and a soap. The company noted it will not promote Gap Sport with advertising or in-store activity; the firm is waiting to gauge consumer response before it appropriates marketing support for the line. Gap Sport is packaged in clear plastic cases to allow the aqua-colored product to show through. Available July 31 in 200 domestic doors, the line ranges in price from $5.50 for the 9 oz. soap to $12.50 for the 7.4 oz. massage gel...
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