By  on May 13, 2005

NEW YORK — Calvin Klein Cosmetics is betting on its first major new brand introduction in three years to add a little juice to its fragrance franchise.

Euphoria Calvin Klein, a women's scent that the company calls an "addictive Oriental," is coming in September from Unilever Cosmetics International's Calvin Klein Cosmetics arm. And it is — as UCI chief Fergus Balfour puts it — "the big one."

"Our strategy for the past several years has been to focus on our core business and shore it up," said Laura Klauberg, senior vice president of global marketing for UCI, which has launched additions to the Eternity, CK One and Obsession masterbrands over the past year. The house's last freestanding brand was Crave, a men's juice launched in September 2002 that is no longer produced.

"All of the [existing fragrance] units are working very well, with most of them up about 10 percent," continued Klauberg. "This is the second piece of our strategy — bringing something new to the market, with the right recipe and formula for the brand."

Kim Vernon, senior vice president of global advertising and communications for Calvin Klein Inc., which licenses the name to UCI, noted that many of Klein's iconic scents have been born out of phases of the designer's life. "Eternity was launched when Calvin was marrying Kelly [Klein, his now ex-wife]; CK One was created when Marcie [the designer's daughter] was looking for something young and fun," said Vernon. "Euphoria connects to the new sense of freedom Calvin now has — working with creative aspects, but also traveling and enjoying life."

Added Lori Singer, vice president of marketing for UCI, "Women today are faced with lots of opportunities, and this is a provocative, sensual scent that redefines contemporary sexiness."

The juice, developed by International Flavors and Fragrances with Ann Gottlieb, has top notes of pomegranate, persimmon and lush green accord; a heart of dewy lotus blossom, champaca flower and black orchid, and a drydown of liquid amber, black violet, cream accord and mahogany wood. The drydown is the key accord of the scent, said Susan Kelly, director of marketing for Euphoria.

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