NEW YORK — Updating classic fragrances is becoming a full-blown Obsession for Calvin Klein Cosmetics.
The classic Obsession masterbrand, first launched in 1985, has a new sibling — Obsession Night, a flanker duo.
“We created Obsession Night to infuse some newness into a legendary brand,” said Kim Vernon, senior vice president of global advertising and communications for Calvin Klein Inc., which licenses the name to Unilever Cosmetics International. “Obsession always represented provocation, sensuality and a sense of mystery. It was very important to maintain those elements while refreshing the images to reach a younger target.”
It’s an effort that the brand has undertaken periodically, launching scents such as Sheer Obsession in 2001, noted Laura Klauberg, senior vice president of global marketing for Unilever Cosmetics International.
The Obsession Night women’s juice has top notes of bergamot, bitter orange, mandarin, white flowers and angelica root; a heart of gardenia, rose, muguet and night-blooming jasmine, and a drydown of amber, labdanum, sandalwood, cashmere woods, tonka and vanilla. The women’s lineup comprises four stockkeeping units: eaux de parfums in 1.7-oz. and 3.4-oz. sizes, $45 and $60, respectively; a 6.7-oz. shimmering body wash, $27.50, and a 6.7-oz. body lotion, $36.
The men’s scent has top notes of pear, silver armoise and cardamom; middle notes of Tuscan black suede, nutmeg and musks, and a drydown of vetiver, patchouli and vanilla. Five sku’s for men will be available: eaux de toilette in 2.5-oz. and 4-oz. sizes, $40 and $52, respectively; a 4-oz. aftershave, $34; a 6.7-oz. body wash, $18.50, and a 2.6-oz. deodorant, $14.
The brand did a soft launch of the Obsession Night men’s scent in February in the U.S. and is rolling out the women’s scent here and abroad in August; the men’s juice will also bow globally in August. Both scents were developed by Givaudan, which also produced the original Obsession, and will be carried in about 2,200 department and specialty stores in the U.S.
Both scents will be supported by a national print advertising campaign with multiple images shot by Mario Sorrenti, said Lori Singer, vice president of global marketing for Calvin Klein Cosmetics. Men’s advertising breaks in June magazines, while women’s advertising breaks in August. Like the controversial Calvin Klein ads which have come before it, this campaign isn’t afraid to make waves, with both a nude male model and nude female model featured.Executives declined to comment on projected sales or advertising, although industry sources estimated that the masterbrand could do $20 million to $25 million at retail, globally, in its first year on counter and that about $5 million to $10 million would be spent on advertising and promotion.
Earlier this month, the brand also launched CK One Summer, a limited-edition scent that will be available through the end of August. Top notes are of juicy tangerine and pineapple, with a heart of frangipiani and a drydown of hot sand accord. Four sku’s are being produced: a 3.4-oz. eau de toilette, $38; a 6.7-oz. cooling body gel, $15; a 6.7-oz. body wash, $15, and a 6.7-oz. body moisturizer, $20.
But the brand has more surprises in store for the fall, promised executives. A new scent masterbrand concept for the Calvin Klein Cosmetics franchise is said to be coming this fall, although executives declined to give any details.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty