The Gap's Old Navy fragrance, skin care line debut delayed until late September.

THE GAP's OLD NAVY PERSONAL CARE LINE DEBUT DELAYED UNTIL LATE SEPTEMBER, the San Francisco-based company said. The clothing manufacturer is postponing the fragrance and skin care launch following a July 22 court decision on a trademark infringement lawsuit for the "100%" mark filed against The Gap by Estee Lauder. The court, which ruled in favor of Lauder, is ordering The Gap to change its trademark, "destroy or change packaging materials... and perhaps, delay...its new product introduction." The Gap had planned to introduce a personal care line into its Old Navy Clothing Co. retail stores under the 100% Body Care mark in August ("The Rose Sheet" July 7, p. 1).

The court opinion, ruled by U.S. District Judge Lewis A. Kaplan for the Southern District of New York, settles the trademark infringement lawsuit filed by Estee Lauder on June 4. The company, which markets 100% Time Release Moisturizer, argued that The Gap's use of the "100%" mark is likely to confuse consumers as to the source or sponsorship of the line ("The Rose Sheet" June 10, In Brief). In a June 11 counterclaim, The Gap contended that Lauder's use of the mark is "generic" and "lacks secondary meaning" ("The Rose Sheet" July 1, p. 7).

The Old Navy line will include an eau de toilette, shampoo, conditioner, bar soap, shower gel, liquid hand soap, bubble bath and body lotion, according to the court document. The items will be available in eight different color and scent formulations, including Groovy Grapefruit and Red Delicious.

The Gap will begin its launch of the line in late September/early October with a test market in 20 Old Navy stores. Assuming a positive consumer response, the line will roll out to an additional 30 outlets, according to the court filing. The products eventually will be available in all Old Navy doors.

The introduction of an Old Navy line of personal care products continues The Gap's recent strategy of marketing beauty care items in its retail doors. The company launched Grass, Day, Earth and Heaven fragrances and personal care products under the GapScents umbrella in 1994 and followed-up with a fifth scent under the brand, Dream, a year later. The Gap's Banana Republic division introduced the Banana Republic Body Care collection, a 21-SKU fragrance and bath and body unisex line in 1995 ("The Rose Sheet" Feb. 27, 1995, p. 10). Both The Gap and Banana Republic also market suncare products.

The retailer is positioning the "middle mass" Old Navy line-up to target "families and family members of all ages," according to the court document. Part of the line will be specifically directed at young children, the filing states. The Gap will focus the marketing of the line on Old Navy customers, who, according to the company, generally fall within the $30,000 to $70,000 income bracket.

Advertising and promotional support for the line will include print ads in upcoming issues of New York magazine and newspapers, according to the court document. The Gap will also distribute postcard mailings to residents living in areas close to Old Navy retail stores. In-store, brightly colored kiosks will feature the products in retail outlets, and the children's items will be promoted in stores with animal cutouts.

Preceding the court's decision, the Old Navy line was to be marketed in clear bottles with white and black type. The flavor description of each product would be featured in an oval on the bottle, with the "100% Body Care" brand name printed in black lettering below.