Gap Reintroduces Beloved 1990s Fragrances
Gap has relaunched its popular 1990s fragrances: Dream, Grass, Heaven, and Om. The updated versions feature modern ingredients and perfumery techniques while aiming to preserve the original scents' emotional character.
Clothing brand Gap has reintroduced reimagined versions of its popular 1990s fragrances, including Dream, Grass, Heaven, and Om. Originally launched in November 1994 and discontinued in the early 2000s, the scents have been updated with clean, modern ingredients and contemporary perfumery techniques to enhance depth and longevity.
The relaunch taps into nostalgia for consumers who favored the original scents and also aims to attract a new generation. Gap has also introduced a new scent, Harmony, described as bright and uplifting. The brand noted that while the original scents were signature fragrances, consumer behavior has evolved towards building "fragrance wardrobes" based on mood and occasion.
"We’ve modernized Gap’s signature fragrances for the person who grew up with Gap and for those discovering it for the first time," said Mark Breitbard, CEO and president of Gap. He added that fragrance is a personal category that can connect generations as the brand evolves.
To meet contemporary preferences, Gap formulated the fragrances as long-lasting Eau de Parfums with a 20 percent concentration. The Dream scent aims to be the closest to its original form. The packaging has also been updated from the original circular bottles with aluminum caps to square bottles with black caps.
Gap is aware of the challenges in updating nostalgic products, having faced customer backlash on a recent mesh clothing collection inspired by an iconic sweater. Perfumers Honorine Blanc, involved in the original '90s collection, and Nicole Mancini developed the new fragrances. The collection launches online and in Gap stores on July 30.