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Marketing in Brief: Old Navy Clothing Co. Body Care

This article was originally published in The Rose Sheet

Executive Summary

Old Navy Clothing Co. Body Care: Skin care products for adults and children will launch into Old Navy retail doors in mid-October, The Gap division Old Navy said. The eight-SKU adult line includes eau de toilette, body lotion, body wash, shampoo, conditioner, liquid hand soap, bubble bath and soap. Scents include Positively Purple, Skylight and Spring Forward. Children's items include soap and bubble bath, in flavors such as Sea Monster, Puppy Love and Flutterby. A line of accessories includes sponges, loofahs and brushes. The adult line ranges in price from $2.50 for the 5 oz. soap to $7.75 for the 33 oz. bubble bath. The children's soap costs $2.50 and the 16 oz. bubble bath is priced at $4.75. The name of the line was changed to Old Navy Clothing Co. from 100% Body Care following a July 22 court decision settling a trademark infringement lawsuit filed by Estee Lauder ("The Rose Sheet" July 29, p. 3)...
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