THE WHAT? US fashion retailer Old Navy is expanding into beauty and personal care with the launch of Old Navy Beauty Co., rolling out its proprietary body care collection alongside third-party beauty brands across its US retail network.
THE DETAILS Following a successful pilot, Old Navy Beauty Co. is launching online and across 500 US stores, with a wider rollout planned by the end of September. The proprietary collection includes hair and body mists, body washes and body lotions across seven fragrances developed with perfumer Jérôme Epinette, priced from US$7.99 to US$14.99. Old Navy is also expanding its assortment of third-party beauty and personal care brands through shop-in-shop and checkout formats.
THE WHY? The expansion represents a significant category diversification for Old Navy, as the fashion retailer looks beyond apparel to beauty and personal care to increase cross-category purchasing and strengthen its broader lifestyle proposition.
Source: GAP INC
