Old Navy Bets on New 'Vibe' and 'Thrill' Fragrances to Lure Gen Z
The clothing retailer is debuting a colorful beauty line at its Old Navy chain this week with the same fragrance partner used by Sol de Janeiro, one of the industry’s hottest brands.
Old Navy is making a big push into beauty, including these hair and body mists.
Source: GapWhen Millennials were coming of age in the 1990s, Gap’s fragrances, with names like Heaven and Dream, gained a cult following. Now the retailer is trying to use a new line of scents to generate some much-needed buzz with today’s tweens and teens.
Gap Inc. is making its biggest foray into the beauty category in years with the launch of Old Navy Beauty Co. in some stores this week. The line, which includes hair and body mists, has brightly colored packaging with zeitgeisty names such as Vibe and Thrill and scents called juicy pear and seductive vanilla. They were created with Robertet, the French fragrance company also behind Sol de Janeiro — one of the hottest brands in beauty.