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.
This story first appeared in the April 29, 2005 issue of WWD. Subscribe Today.
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.