Given Calvin Klein’s penchant for pushing the envelope, it’s not surprising that the house’s newest scent is called Reveal.
“It’s a great name that is linked to roots of Calvin Klein,” said Steve Mormoris, Coty’s chief marketing officer for fragrance, noting that the brand has been for decades willing to be controversial with its positioning — to reveal what other brands might shy away from. “With this scent, we are celebrating the heritage of the brand and adding an element of architectural boldness with the bottle.”
The scent, which Mormoris described as a “solar oriental with a very luminous heart,” was concocted by International Flavors & Fragrances and has top notes of raw salt signature, pink pepper, white pepper and black pepper; a heart of orris, ambergris and solar accord, and a drydown of sandalwood, cashmeran and vetiver.
Eaux de parfum sprays in three sizes — 1 oz. for $50, 1.7 oz. for $70 and 3.4 oz. for $90 — will be offered, as will a 6.7-oz. body lotion, $38; a 6.7-oz. shower gel, $30, and a 0.3-oz. rollerball, $24. The bottle features two triangular-shaped pieces — a silver-tone for the cap, the other heavy glass containing the juice — that form a pillowy square when put together.
Reveal Calvin Klein will launch in September in the U.S., in 4,291 department and specialty store doors. It will begin rolling into global doors — 130 markets in total — at the end of this month.
The print campaign was shot by Mert Alas and Marcus Piggott and features Dutch supermodel Doutzen Kroes and British actor Charlie Hunnam in a heated embrace beside the window of a modern, glass high-rise apartment. As the sun sets behind a dusky skyline, the city is reflected in the window, suggesting a voyeuristic glimpse at a sexy game of seduction. The ad will begin running in September fashion, beauty and lifestyle books in the U.S., in addition to a comprehensive social media and digital campaign.
Kroes, who has been doing Calvin Klein campaigns for more than a decade, had a reveal of her own when she was offered the fragrance campaign: she’d just learned she was pregnant with her second child. “The name Reveal was very interesting, since I had to reveal something,” she said with a laugh. The ad was shot in January, when Kroes was about three months along, she said. She’s scheduled to give birth to a baby girl later this month.
Coty declined to discuss sales projections, but industry sources estimated that the scent could do upward of $150 million at retail globally in its first year on counter.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)