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.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews