Private Label

Private Label

Banana Republic

The idea

Banana Republic, a division of Gap Inc., has been a familiar name in American high street fashion since 1978. A few years back, the company selected Maesa over other vendors as their exclusive partner in the fragrance category.

The product 

Maesa worked with them to restage and elevate the Banana Republic legacy fragrances: M, W, and Classic. In addition, we introduced the ICON Collection. This set of five new, niche-inspired scents takes the consumer on an olfactive journey – exploring trends and stories that mark each decade of the brands’ existence as a high street icon. Banana Republic’s ICON Fragrance Collection debuted in May 2017. Each of the five new fragrances was available in 75mL and 15mL sizes, along with a 5mL Discovery Set. In autumn 2017, 7oz candles were introduced for each ICON scent. An additional collection of 3 seasonal candle fragrances was also launched for the 2017 holiday season – an offering that will continue throughout 2018.

The results

Overall, Maesa has modernised and reinvigorated the Banana Republic fragrance category through a combination of elevated olfactive direction, packaging and graphic design. Sales figures continue to show growth and success, led by Classic and 90 Pure White.

5 new fragrances launched
2017 Fragrance collection launched May 2017
3 seasonal candle fragrances
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