There's a new man heading into the world of Calvin Klein this fall.
That's when Coty Prestige will unveil Calvin Klein Man, a new brand it intends to position as the house's premium-priced classic.
"Calvin Klein Man is intended to be iconic," said Lori Singer, vice president, Calvin Klein global marketing at Coty Prestige. "This launch is classic Calvin — masculine, minimalistic and sophisticated."
Unlike many men's scents, which begin life as counterparts to existing women's brands, Calvin Klein Man will remain a stand-alone project, said Singer.
The scent, developed by consultant Ann Gottlieb and Firmenich, is classified as a crisp, spicy wood fragrance. Top notes are of rosemary, mandarin, bergamot and violet leaf; the heart is of bay, nutmeg, incense and spearmint, and the drydown is of cypress wood, guaiac wood, sandalwood, amberwood and musk.
The collection includes eaux de toilette sprays in two sizes, 1.7 ounces for $48 and 3.4 ounces for $65; a 3.4-oz. aftershave splash, $45; a 5-oz. aftershave balm, $40; a 6.7-oz. hair and body wash, $20, and a 2.6-oz. deodorant, $16.
The scent bottle is intended to be "classic and sophisticated," said Susan Kelly, senior director, Calvin Klein global marketing at Coty Prestige. It is a thin glass block with an inlaid black panel bearing the scent's name in silver; the juice is tinted a pale steel gray. Outer packaging is glossy black with silver accents.
Calvin Klein Man will launch in October in approximately 2,200 department and specialty store doors in the U.S., closely followed by a global rollout, noted Kelly. Its target audience: men between the ages of 25 and 40.
National advertising, shot by Fabien Baron, is slated for October men's, women's and lifestyle magazines. A TV commercial has been filmed, but is still being finalized, said Singer.
As well, an intensive sampling campaign will include vials on cards, scented strips and deluxe miniatures, with a target of 10 million scented impressions globally.
While neither Kelly nor Singer would discuss sales projections or advertising and promotional spending, industry sources estimate that Calvin Klein Man would do about $25 million at retail in the U.S. in its first year on counter, and that advertising and promotional spending would be between $7 million and $10 million in the U.S. during the same time frame.
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