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Gap Looks Beyond Clothing for Growth; Trump to Rename the Defense Department; Paramount Calls Workers Back to Office Five Days a Week
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Good morning. Today, Gap and Old Navy stock up on makeup; President Trump finds a rebrand he approves of; and David Ellison tells Paramount staff that work-from-home is over.
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About 150 Old Navy stores will soon carry an expanded array of beauty and personal care items. Photo: David Paul Morris/Bloomberg News
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Gap Inc. is venturing outside its core apparel business to increase sales, Suzanne Kapner writes.
New beauty sections at its Old Navy chain will be stocked with store-branded products such as hair and body mist, body lotion and body wash, accompanied by goods from Mario Badescu, E.l.f. and Korean brands such as TonyMoly and Mixik.
Gap-branded stores will add beauty products next year, starting with fragrances.
Gap is relatively late among retailers to embrace beauty, trailing chains including Abercrombie & Fitch, Urban Outfitters and Kohl’s.
But the sector isn’t a sure thing for retail chains, either: Target and Ulta Beauty recently said they would disband their partnership.
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Content from our sponsor: Deloitte
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To Win Parents Over, Retailers Can Make School Lunches Easier
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Retailers that can make lunch planning easier and more affordable can stand out by helping families feel a little less stressed. Read More
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Defense Secretary Pete Hegseth will be able to use “secretary of war” as a secondary title under a new executive order. Photo: Saul Loeb/AFP/Getty Images
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After panning rebrands by Jaguar and Cracker Barrel, President Trump is expected to roll out a rebrand of his own on Friday with an order tor ename the Department of Defense the “Department of War,” Meridith McGraw and Alyssa Lukpat report.
The order will authorize using Department of War” in official correspondence and public communications, reviving a name that was last used in 1947.
The title will remain secondary unless Congress approves the change.
Trump has frequently floated the idea. “We want defense, but we want offense too,” he said last week. “As Department of War, we won everything…and I think we’re going to have to go back to that.”
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Employees in New York and Los Angeles have until Sept. 15 to decide whether to come in five days a week or “opt-in” for severance. Photo: Bloomberg News
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Skydance’s Paramount is bringing employees back to the office five days a week, Jessica Toonkel reports.
Employees at the vice president level and below in New York and Los Angeles have until Sept. 15 to make their decision, CEO David Ellison said in a memo to staff Thursday.
Those not interested in shifting to five days from the current expectation of at least two days in the office can participate in an “opt-in severance program,” he said.
The announcement comes just weeks after Skydance closed its merger with Paramount Global, the home of CBS, MTV and its namesake movie studio.
Company executives have said they plan to cut costs by more than $2 billion and there would be reductions in head count later this year.
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Concertgoers visit a Frosted Flakes integration at Instacart’s free Third Eye Blind show on Manhattan’s West Side on Thursday night. Photo: Megan Graham
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Attendees could get frosted tips or butterfly clips at a ’90s-themed promotional event last night sponsored by Instacart grocery delivery, Megan Graham reports from the venue. Passed snacks included pizza puffs, and guests could grab Dunkaroos cookies with frosting or Push Pop candy. Adweek has more on the plan for the party here.
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$1 million
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Low end of the estimated value of a prop used as Darth Vader’s lightsaber in “The Empire Strikes Back” and “Return of the Jedi,” according to memorabilia company Propstore, which is auctioning it off along with other movie mementos
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Underperformance in the U.S. dragged on Lululemon’s results in the second quarter. Photo: Brandon Bell/Getty Images
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Lululemon Athletica cut its outlook after a “stale” product lineup hurt sales in the U.S. [WSJ]
Sephora is introducing Sincerely Yours, a skincare brand co-founded by a 15-year-old influencer and apparently the chain’s first direct appeal to Gen Alpha. [Glossy]
Cash App CMO Catherine Ferdon was named chief marketing officer at Coinbase. [Adweek]
How 72andSunny combined AI, CGI and live action to create the NFL’s season-kickoff commercial. [Ad Age]
HBO rebranded a batch of cable TV networks and live in-app channels, including changing HBO2 to HBO Hits and 5starMAX to Cinemax Classics. [THR]
The rise in influencers’ sponsorship rates is being driven partly by a wave of pay transparency in which creators openly compare their deal terms. [Digiday]
Neuralink wants to trademark the product names Telepathy and Telekinesis, but someone else got there first. [Wired]
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