And just like that … Gap beauty is back.
Launching in the U.S. this week with four ‘reimagined fragrances’ from its 90s heyday – Dream, Grass, Heaven, Om (IYKYK) – plus a new one, Harmony, it’s a smart move for Gap to tiptoe into the beauty market. As we all know, scent equals memory equals feels. An insider told Puck that it was important to “make the transition from the past and the love of the past but embrace the market and the world as it is today.”
The lightweight Gap fragrances of yore have been reworked to concentrated eau de parfum strength. All formulas have been changed accordingly, although Dream* – my personal favorite – is reportedly the closest to the original, boasting notes of Italian bergamot – bergamot! – alongside jasmine and cedarwood.
What adds authenticity to this endeavor is that the new fragrances were developed with the help of perfumers Honorine Blanc and Nicole Mancini, both of whom had a hand in creating the original Gap scents. Clearly, Gap is not messing about.
And the buzz is palpable. The concept of “industrial nostalgia” is thriving these days. A fascinating podcast explores the business of nostalgia, unpacking the science behind how memory, emotion, and security blend to evoke positive feelings in uncertain times. Gap has been riding this wave for some time now, boasting an authentic community of long-time enthusiasts. Think names such as Never Worns’ Liana Satenstein, Old Gap on Instagram, and Gap Playlists’ Michael Bise. They’re doing a commendable job of navigating the delicate balance of bringing the past into the present.
The key to successful nostalgia lies in remixing it with contemporary relevance. Last year’s viral TikTok jeans ad featuring KATSEYE and Kelis is a prime example. Meanwhile, this year’s 90s jeans collaboration with Hailey Bieber has further solidified Gap‘s modern appeal. The baggy jeans seem well-timed to align with current consumer preferences, even as fashion powerhouses like Prada advocate for a return to skinnies.
According to Puck, the Hailey Jean ranks among the top three most successful collaborations in Gap’s 56-year history, while overall sales have seen a commendable 10% uptick in the most recent quarter. This is undeniably a win for both the #oldGap nostalgists and Gap‘s shareholders alike.
However, while this resurgence is encouraging, relying on Big Nostalgia alone may not be sustainable in the long term. It’s hard to believe, but eventually, there may come a time when we actually crave genuine newness again. What precedents does that set for Gap? What strategies will they employ as consumer tastes evolve?
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Gap; Gap Beauty; Gap
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