Gap is bringing back its iconic ’90s fragrances, a move that’s likely to stir up nostalgia in many who grew up with the brand. The new collection, set to launch on July 30, features updates of fan-favorites Dream, Grass, Heaven, and Om, as well as a new scent, Harmony.
The brand’s decision to return to the beauty space and reimagine its fragrance collection makes sense, given its core ethos of being “laidback,” “effortless,” and “inclusive,” which resonates with today’s consumers.
Modernizing Classic Scents
According to the report, the retooled scents were crafted by DSM-Firmenich perfumers Honorine Blanc and Nicole Mancini, who worked closely with the team at Gap Beauty. The goal was to maintain the core DNA of the original scents while modernizing the formulations to suit how people wear fragrance today.
Mark Breitbard, CEO and President of Gap, said, “We’ve modernized Gap’s signature fragrances for the person who grew up with Gap and for those discovering it for the first time.” He added that the fragrance category is “a deeply personal category and a powerful way for us to connect generations as we continue to evolve the brand.”
Deb Redmond, head of beauty at Gap Inc., noted that the team was “rigorous about the technical journey” to ensure that the new formulations stayed true to the original scents while also catering to modern preferences.
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The New Collection
The new collection features five scents: Dream, Grass, Harmony, Heaven, and Om. Each eau de parfum has its own distinctive profile, but they can also be mixed and matched to create a personalized fragrance wardrobe.
Gap Fragrances will be available on Gap.com and at Gap stores nationwide, making it easy for customers to get their hands on these updated classic scents.
As perfume preferences continue to evolve, it’s interesting to consider how Gap’s move to modernize its fragrances might impact the market. With the rise of niche fragrances and increased consumer interest in fragrance layering, Gap’s decision to offer a range of scents that can be mixed and matched could be a savvy one.
Availability and Pricing
Gap Fragrances will be available on Gap.com and at Gap stores nationwide. For now, fans of the brand can look forward to getting their hands on these updated classic scents when they launch on July 30.