American Eagle launches exclusive genderless wellness brand Mood

By

Robin Driver

Published
Oct 2, 2019

Pittsburgh-based apparel and accessories retailer American Eagle Outfitters, Inc. has revealed Mood, a new CBD-infused genderless wellness and personal care brand available exclusively at American Eagle stores and online.
 

Targeted particularly at younger consumers, the private brand’s 45-product inaugural collection includes body lotion, hand cream, face oil, aromatherapy oil, pillow mist, muscle balm and lip salve, as well as bath bombs, sugar scrub and foaming face wash.
 
The products feature six different scents: mandarin nectar-infused “Energized,” citrus-scented “Focused” and coconut-enriched “Refreshed” seek to up the energy, while the vanilla aroma of “Chill,” the fresh eucalyptus tones of “Soothed” and “zZz”’s soft lavender fragrance are designed to achieve a variety of relaxing effects.  

The range, which is Farm Bill 2018 compliant, was developed for American Eagle by Green Growth Brands, which sources its hemp from licensed US-based processors.
 
“Inspired by our customers and their interest in this exciting new category, we see this as a perfect extension of the AE brand. Mood is designed to help everyone, especially young people, live a better quality of life,” said American Eagle Global Brand President Chad Kessler in a release. “The first collection is just the beginning of a more expansive product line and what we see as a meaningful long-term growth opportunity.”
 
Mood’s launch campaign features unscripted interviews with young people, who discuss the pressures of modern living, as well as their personal self-care routines.
 
With the launch of the new brand, American Eagle Outfitters looks to be aiming to tap into a number of major trends currently shaping the beauty and fashion sectors, including the growing popularity of CBD-infused cosmetics, the increasing importance of inclusivity and the rise of genderless apparel.

The company is also no doubt seeking to give a boost to its stagnating flagship American Eagle banner, whose growth has been lagging behind that of the group’s smaller Aerie lingerie brand for some time.

In the second quarter ended August 3, 2019, American Eagle Outfitters reported total net revenue of $1.04 billion, with comps rising 16% at Aerie but declining 1% at American Eagle.