With Endless Euphoria, the newest scent from Calvin Klein, Steve Mormoris is unleashing the opening salvo of an ambitious plan: refreshing the entire Klein fragrance portfolio, beginning in 2014.
“Calvin Klein is a very compelling business and one of our largest businesses,” said Mormoris, who is senior vice president of global marketing, American Fragrances, for Coty Prestige. “Offerings like Endless Euphoria, which anchors to the huge Euphoria business but also draws in younger consumers and consumers in countries which are not huge fragrance consumers now, will ensure that the brand continues to be successful.
“Calvin Klein will be rejuvenated as an iconic fragrance brand by tapping into its roots with politically disruptive, sexually provocative messages and fragrances, housed in a modern architectural simplicity in terms of bottle and carton design that resonates luxury,” continued Mormoris. “In addition to Endless Euphoria, we are looking at continuing to build the Eternity brand as an eternally meaningful idea of enduring intimacy and romance. We are looking at building Euphoria around the idea of explosive, imagination-driven sensuality. We believe the CK One brand will continue to break ground and become relevant again with new, younger consumers entering the market — including Asians, Latin Americans and Indians — all key emerging markets. In a digitally connected world, CK One has more relevance than ever.”
Retaining strong brand relevance is a goal Mormoris shares with the house’s designer, Francisco Costa. “Fragrance is a huge part of our business, and Euphoria in particular has enjoyed great success,” said Costa. “Now we want to grow it even more and this will do that with a new approach into the essence of the brand. This is intended to draw in a younger, more playful audience and allow them to grow with the brand.”
Costa noted that Endless Euphoria targets a younger audience. “Its positioning is very playful, youthful and sexy.”
Mormoris added that the original Euphoria has a strong following globally, including among fragrance-averse Asian customers. With Endless Euphoria, which will begin rolling out globally in February, he said he believes the “lighter, fresher” juice will have widespread appeal to a youthful audience, allowing the original juice to be a springboard for its newer sibling.
The original Euphoria, launched in September 2005, was a major hit for the house, and its core consumer is now aged 35-plus, said Mormoris. Endless Euphoria, on the other hand, is aimed at women in their late 20s to early 30s.
Concocted by Bruno Jovanovic of International Flavors & Fragrances, the juice opens with top notes of cherry blossom, mandarin and bergamot; it has a heart of violet, pastel rose accord and syringa, and a drydown of bamboo, sandalwood and bare musk accord.
Eaux de parfum in three sizes — 1.4 oz. for $49, 2.5 oz. for $69 and 4.2 oz. for $89 — will be offered, as will a 6.7-oz. body lotion in two sizes for $38 and a shower gel, 5 oz. for $30. The fragrance bottle is similar to its sibling, although it is a slightly taller version and does not have the metal surrounding the bottle. The juice is tinted a pale peach and the cap is rose gold.
The ads are aimed younger, as well. While Euphoria’s TV ad was sexy, Endless Euphoria’s has more of a sweet bent. Both feature Vanessa Axente, who is the face of the fashion house’s fall apparel advertising. “We find and nurture talent,” said Costa of his strategy of using the same model across the Calvin Klein brand universe. Past models have included Natalia Vodianova and Lara Stone. “In nurturing that talent, it’s natural to do multiple categories with a specific person to evoke brand recognition.” Of Axente, Costa noted that her playful yet sexy beauty made her a match for the company. “She really translates the sexy, romantic vibe,” said Costa.
Fabien Baron of Baron & Baron served as creative director for both the TV campaign and print ads, and Steven Meisel shot the print ads. In the U.S., print ads will break in March fashion, beauty and lifestyle magazines. As well, the launch will get a boost from Coty in the form of the brand’s partnership with the Independent Filmmaker Project; the two offer a $25,000 grant to female filmmakers, which is presented annually at the Gotham Independent Film Awards.
Endless Euphoria will be sold in about 3,800 department and specialty store doors in the U.S., said Mormoris.
While Costa and Mormoris declined to discuss projected first-year sales for Endless Euphoria, industry sources estimated that it could do as much as $50 million at retail globally. Sources also estimated that Coty would spend $25 million on advertising and promotion globally.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)