Calvin Klein is planning to add a little shock to its ck franchise this fall with a new fragrance masterbrand.
In a departure for the brand, the company that pioneered the idea of the unisex fragrance is choosing instead to do separate men’s and women’s fragrances for ck one Shock, its latest launch. The scents will be out globally in September.
While the core ck one user is 35 to 45 years old, Shock is intended to appeal chiefly to 18- to 24-year-olds, said Thomas Burkhardt, vice president of global marketing for Calvin Klein fragrances. “This is also an opportunity to bring back the U.S. consumer, as the brand has had greater strength in Europe lately,” he added.
Both scents were concocted by International Flavors & Fragrances and Ann Gottlieb. The women’s scent has top notes of passion flower, pink peony and jeweled poppy flower; a heart of blackberry, jasmine, narcisse flower and liquid chocolate accord, and a drydown of magnetic ambers, vanillin, patchouli and second skin musk. The men’s juice has top notes of sparkling clementine, purple lavender and cucumber; a heart of osmanthus, black pepper, cardamom and black basil, and a drydown of tobacco absolute, ambreine, cashmeran musk and patchouli.
The women’s collection includes eaux de toilette in three sizes — 1.7 oz. for $40, 3.4 oz. for $50 and 6.7 oz. for $65 — as well as a 5.1-oz. body lotion, $18. The men’s lineup includes eaux de toilette in three sizes — 1.7 oz. for $40, 3.4 oz. for $50 and 6.7 oz. for $65 — as well as a 6.7-oz. body spray, $15, and a 75-gram deodorant stick, $14.
The women’s scent bottle is a high-gloss white version of the original ck one bottle, with the Shock logo in hot pink over the black ck one logo. The men’s bottle is high-gloss lacquered black with the green Shock logo over the white ck one logo.
Advertising plays off of the ck one fashion-lifestyle campaign, which depicts a nighttime party populated with emerging musicians, models, DJs and athletes. Fabien Baron served as creative director for the advertising, which was shot by Steven Meisel and features Lara Stone, Aaron Frew, Alice Dellal, Herieth Paul, Ian Mellencamp, Robert Evans, Ruby Aldridge, Sky Ferreira, Tomo Aki Kurata, Viggo Jonason, Xiao Wang and Yuri Pleskun. Three different versions of the ad have been shot and will begin running in September fashion, beauty and lifestyle magazines globally. A significant digital platform, leveraging the existing ck one site, Facebook and a number of other vehicles, will break July 27, noted Emily Bond, vice president of marketing for Calvin Klein Fragrances, who added that at least 150 million scent strips are planned.
Although Coty executives declined comment on projected sales, industry sources estimated that the duo could generate first-year retail sales of at least $150 million globally, with about $25 million of that figure expected to be done in the U.S., where the scents will be available in about 2,200 department and specialty store doors. Coty executives also declined comment on projected advertising and promotional spending, although industry sources estimated that the outlay would top $6 million in the U.S.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
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@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
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@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion