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.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@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)