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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.
This story first appeared in the December 13, 2013 issue of WWD. Subscribe Today.
“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.