The fashion retailer is bringing back nostalgic heroes alongside new scents and formats as it gears up for a comeback in the category.

The fashion retailer is relaunching its fragrance category with two of its former hero scents — Loyalty in men’s and Love in women’s — as well as three new perfumes and an inaugural range of women’s fragrance mists.

Priced from $16 for the fragrance mists to $49 for 2.5-ounce bottles of the perfumes, the launch marks the first time Express has introduced new fragrances since 2016. The retailer entered fragrance in 2009. By 2019, it had begun a phased discontinuation of the category.

“Customers continued to request it,” said Jacquie Susie, group vice president, women’s general merchandise manager at Express, adding that the brand mined Reddit threads, social media posts and direct customer feedback to help inform the relaunch. “We’re reinstating Love and Loyalty, which are our customer favorites and the ones we continue to hear about…but we are also giving a new generation more ways to express their personal style and interact with the brand.”

Continuing the brand’s signature “L” theme, the new perfumes are Live and Luxe in women’s, respectively infused with notes of amber and sea salt, and Legacy in men’s, which taps smoked woods and warm tonka notes. The body mist range features four gourmand scents: Velvet Latte, Velvet Coconut, Velvet Chantilly and Velvet Marshmallow.

The launch comes three months after Gap — another mall fashion staple — resurrected its own fragrance category with a mix of ’90s favorites and all-new scents, while other fashion players like Zara and Cos have simultaneously zeroed in on the category.

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