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Calvin Klein is planning to add a little shock to its ck franchise this fall with a new fragrance masterbrand.
This story first appeared in the July 1, 2011 issue of WWD. Subscribe Today.
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.