If you grew up going to the mall, the experience wasn’t complete without a trip to Express. For a certain moment in time, that big, bold logo meant the latest in fashion, and for many, a spritz of Love or Loyalty followed you out the door.
Then the bottles started disappearing. Express began phasing out its fragrance category by 2019, according to WWD, but fans didn’t let go quietly. On Fragrantica, one reviewer who received Love from a friend in high school said she wore it into her early 20s, and that she was tempted by resale bottles but couldn’t justify paying more than $150 for what used to be a $30 perfume. “This used to be my signature scent,” she wrote.
Others took their case straight to the source. Fans posted Reddit threads asking where to find old bottles, and some customers even mailed their requests to Express headquarters.
It worked. On Nov. 12, Express announced it’s relaunching its fragrance line with Love and Loyalty leading the way, and the brand isn’t tinkering with them. “Love and Loyalty retain their original formulas,” Express Chief Marketing Officer Joe Berean told NewBeauty, adding that the goal was for customers to rediscover the scents just as they remembered them.
That means Love’s juicy fruit notes over cashmere woods and Loyalty’s seawater-and-lavender freshness are back just the way fans left them.
View this post on InstagramJacquie Susie, Express’ group vice president and women’s general merchandise manager, told WWD that the team combed through Reddit threads, social media posts and direct customer feedback to shape the relaunch. It’s the first time Express has introduced new fragrances since 2016, and the lineup also includes three new scents, Live, Luxe and Legacy, plus four gourmand Velvet body mists.
Prices range from $16 for the mists to $49 for 2.5-ounce bottles, and the collection is available now at Express.com and in select stores nationwide.
For anyone who’s been rationing the last few spritzes of an old bottle, relief has finally arrived, and this time it won’t come with a resale markup.
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