Old Navy lends its name to personal care

By Simon Pitman

- Last updated on GMT

Related tags Personal care Personal care products Retailing

Old Navy has become the latest in a string of mass market clothing retailers to lend its name to the personal care category.

The retailer commissioned brand development company Purpose-Built and contract manufacturer Maesa Beauty to help it launch into personal care in its chain of stores throughout the United States.

Old Navy refers to the collection as a portfolio of ‘impulse buy’ products, which will include body butters, lotions, soaps and lipglosses, together with household products including diffusers and candles.

The product range was launched during the 2009 holiday season as a dedicated seasonal product range aimed at tapping into the market for prestige personal care products as gifts.

Concept development was Purpose-Built

Purpose-Built has been responsible for the concept development of the range, together with its creative direction, copywriting and naming, as well as the formulation of the products, including the fragrance and color development.

Kelly Kovack, president of Purpose-Built, said that the development of the concept centered on a “a fun, whimsical, festive holiday offering that didn’t scream, ‘Merry Christmas”.

Under the direction of the Purpose-Built team the manufacturing of the product range was carried out by both the Maesa Beauty and Home divisions, using it turnkey services, which included product development, production, quality assurance and logistics.

Maesa gets the contract to manufacture

Maesa has formed part of the global move towards private label products, underlined in April of last year when it produced a body care range which was launched in the supermarket outlets of French retailer Auchan.

Old Navy is a part of the GAP global clothing retail chain, which itself introduced a GAP personal care range back in 2008 which is manufactured by fragrance maker Inter Parfums.

At the same time GAP introduced a range of fragrances and personal care products for its more up-market retail brand Banana Republic, which was also manufactured by Inter Parfums.

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