NEW YORK — Calvin Klein Cosmetics is betting on its first major new brand introduction in three years to add a little juice to its fragrance franchise.
Euphoria Calvin Klein, a women’s scent that the company calls an “addictive Oriental,” is coming in September from Unilever Cosmetics International’s Calvin Klein Cosmetics arm. And it is — as UCI chief Fergus Balfour puts it — “the big one.”
“Our strategy for the past several years has been to focus on our core business and shore it up,” said Laura Klauberg, senior vice president of global marketing for UCI, which has launched additions to the Eternity, CK One and Obsession masterbrands over the past year. The house’s last freestanding brand was Crave, a men’s juice launched in September 2002 that is no longer produced.
“All of the [existing fragrance] units are working very well, with most of them up about 10 percent,” continued Klauberg. “This is the second piece of our strategy — bringing something new to the market, with the right recipe and formula for the brand.”
Kim Vernon, senior vice president of global advertising and communications for Calvin Klein Inc., which licenses the name to UCI, noted that many of Klein’s iconic scents have been born out of phases of the designer’s life. “Eternity was launched when Calvin was marrying Kelly [Klein, his now ex-wife]; CK One was created when Marcie [the designer’s daughter] was looking for something young and fun,” said Vernon. “Euphoria connects to the new sense of freedom Calvin now has — working with creative aspects, but also traveling and enjoying life.”
Added Lori Singer, vice president of marketing for UCI, “Women today are faced with lots of opportunities, and this is a provocative, sensual scent that redefines contemporary sexiness.”
The juice, developed by International Flavors and Fragrances with Ann Gottlieb, has top notes of pomegranate, persimmon and lush green accord; a heart of dewy lotus blossom, champaca flower and black orchid, and a drydown of liquid amber, black violet, cream accord and mahogany wood. The drydown is the key accord of the scent, said Susan Kelly, director of marketing for Euphoria.
Eaux de parfum in three sizes — 1 oz., 1.7 oz. and 3.4 oz. — will be produced; they will retail for $40, $52 and $68, respectively. As well, a Sensual Touch Parfum — a silky fragrance oil — will be produced, with 0.5 oz. retailing for $38. A 6.7-oz. body lotion will be $36, and a 6.7-oz. bath and shower crème will be $27.50.
The bottle, designed by Klein and Fabien Baron, was inspired by “an orchid about to bloom,” said Kelly. It is an ergonomic piece of glass encased in an aluminum shell, with hints of the amethyst-hued juice visible on either side. The rectangular aluminum cap is engraved with the fragrance’s name and Klein’s name. The outer packaging is deep cassis.
Euphoria will be launched globally in September. In the U.S., it will be available in about 2,200 department and specialty store doors. It is aimed at a slightly older age target than most of Klein’s scents — women in the 25- to 40-year-old age group.
Both TV and print advertising are planned and are scheduled to break in October. Vernon noted that both the campaign and the media plan are still being finalized, but both will feature Natalia Vodianova, also the face of Calvin Klein Collection and several licensed Klein product lines. Like other Klein ad campaigns, Vernon promised, the campaign will be “sexy and provocative.”
While none of the executives would comment on projected sales or advertising spending, industry sources estimated that Euphoria would do $35 million to $40 million at retail in the U.S. in its first year, and that about $15 million to $20 million would be spent on advertising and promotion in that same period.
The brand is aiming for upward of 75 million scented impressions, with scented strips, deluxe miniatures and vial samples.
A men’s counterpart of Euphoria is expected sometime in 2006.