Marketing in Brief: Gap Scents
This article was originally published in The Rose Sheet
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...
You may also be interested in...
With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program
Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle
Weekly Trademark Review