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2009 March 30

Gap Gets Closer

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Gap's new signature fragrance, close Gap's new signature fragrance, close
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(NEW YORK) Although the Gap brand is no stranger to personal care products, the iconic brand has, incredibly, never launched a signature scent for women…until now. The company will unveil close, the first fragrance concept overseen by Patrick Robinson, on April 23. “My team is constantly reworking our formula to keep Gap cool and relevant. That’s the most important thing to me,” said Robinson. “Being sexy is part of that lifestyle, and that was the first criteria for this fragrance. It had to be sexy, sensual and beautiful.”

Created by the world-renowned fragrance house Givaudan and developed by Interparfums, close will be composed of fresh salty citrus (“The salty part--that’s human nature, that’s how you get people close to you,” he said. “The citrus part makes them stay”), florals, sandalwood and vanilla (among other components) for a richness and sensuality. Naturally, the outside will be as lovely as the inside, packaged in a transparent, egg-shape flacon and clear plexiglass box. “When I think of Gap, I think of a white shirt, khakis, and a pair of jeans,” said Robinson, “and all of those colors show up in an opal.”
EMILY GYBEN




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