Calvin Klein is headed downtown with his newest women’s scent this summer — and industry sources estimate the fragrance could deliver a $120 million payday in retail sales globally.
The new offering, Downtown, will be on counter in July in selected global markets and hits U.S. counters in September.
“Calvin Klein is our largest fragrance business and very important to us,” said Jean Mortier, president of Coty Prestige. “Our aim is to strategically create another women’s fragrance as big — or bigger — than Euphoria.”
Catherine Walsh, senior vice president, American Fragrances for Coty Prestige, noted that Coty executives mined the designer’s storied past in developing Downtown. “Calvin’s always been a leader, not a follower,” said Walsh of the Calvin Klein fragrance portfolio, which Coty acquired from Unilever in 2005. “He was the first to put his name on underwear, the first to do a fragrance masterbrand. When we looked at all of his scents, we realized that they shared one trait: they are authentic and personal. And then we strategized how to put that in this bottle.”
Downtown is aimed at a consumer sweet spot age of 25 to 35, added Walsh. “This group of consumers lives by its own rules,” she said. “We’ve put together a superaspirational scent. Globally, consumers see downtown as a place they want to be. They identify it with youthfulness, edginess and cool.”
Marc Rey, president of Coty Prestige U.S. and regional vice president of Coty Prestige, North America, called the Downtown mix “a perfect storm.”
“Not only do we believe strongly in it, every retailer we’ve shown it to has been extremely bullish about Downtown,” said Rey. “We are fully expecting this to be a top-10 brand.”
The floral woody juice, concocted by Givaudan working with Ann Gottlieb, has top notes of Italian cedrat, bergamot, Tunisian neroli, green pear and watery plum; a heart of pink peppercorn, violet leaf and gardenia petals, and a drydown of Texan cedarwood, incense, vetiver and velvet musks.
Eaux de parfum in four sizes — a 0.33-oz. roller ball for $19, 1 oz. for $45, 1.7 oz. for $65 and 3.0 oz. for $80 — will be offered, as will a 6.7-oz. body lotion, $43; a 6.7-oz. body wash, $38, and a 5-oz. body mist, $27.
“Our legacy is with minimalist packaging, and Downtown is no exception,” said Thomas Burkhardt, vice president of marketing for Coty Prestige. The rounded bottle has a pop of fuchsia inside the hollowed-out cap, and the color is followed through to outer packaging, with a sleek white typeface.
While all executives refused to discuss sales projections, industry sources estimated that about $30 million of the possible $120 million global sales target would come from the U.S., where Downtown will be available in about 3,000 department and specialty store doors.
Actress Rooney Mara has been tapped as the face of the campaign, which includes TV spots directed by David Fincher and print ads shot by Jean-Baptiste Mondino. The concept is a young woman living in her own world, breaking away from the “expected,” noted Burkhardt, adding that digital assets will include Instagram, Twitter and Facebook pushes. “We want to create a dialogue with consumers,” said Rey.
TV spots will be cut in 30-, 20- and 18-second spots, and a 60-second version will live online, said Walsh, noting that TV in the U.S. market will begin in September and return for the holidays. Print advertising breaks globally in July fashion, beauty and lifestyle magazines.
“I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances,” Mara told WWD. “It’s an honor to be part of a brand with such a legacy of breakthrough advertising. The Downtown fragrance holds true to the chic, confident and simple feeling of the Calvin brand. The effortless and timeless appeal of the Calvin Klein Collection and the Downtown scent made this a natural partnership.” Mara will next be seen in director David Lowery’s “Ain’t Them Bodies Saints,” opposite Casey Affleck and Ben Foster. The independent drama premiered in competition at the 2012 Sundance Film Festival and will be distributed by IFC on Aug. 16. Mara recently wrapped production on the Spike Jonze film entitled “Her” as well as an untitled Terrence Malick project, opposite Ryan Gosling and Natalie Portman.
“The launch of Downtown Calvin Klein is an exciting addition to our diverse and comprehensive fragrance portfolio,” said Tom Murry, chief executive officer of Calvin Klein Inc. “This latest offering fuels the continued development and innovation that drives the Calvin Klein fragrance brand.”
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