Calvin Klein is betting on the concept that love will continue to last.
Twenty-seven years after Eternity bowed in department stores, it’s getting a Millenial-style addition: Eternity Now, a new masterbrand which will be launched in July.
“We are in a continual quest to make the Calvin Klein fragrance brand relevant to consumers throughout the world,” said Steve Mormoris, chief marketing officer for fragrances at Coty Inc., which holds the Calvin Klein fragrance license. “Calvin Klein is a huge force in both the fashion and fragrance worlds, and people really identify with the brand as an iconic American brand that stands for sex, counterculture, provocation, architectural stylishness and refinement. It continues to embody a certain space in the fragrance world that is very unique. We made a strategic decision to take the pillars in Calvin Klein which people identify with, such as Eternity, Euphoria, CK One and Obsession, and look for ways to refresh them to make them even more relevant. Instead of creating new brands, like we did last year with Reveal, we should really take the equities that we have and make them more relevant. That’s a big change for us. We think we’ll attract a younger consumer, and catapult Calvin Klein to a leadership position again in the market.”
To help engineer that goal, Mormoris imported Friedemann Schmid from London. Schmid, recently named vice president of global marketing for Calvin Klein Fragrances at Coty Inc., worked with Mormoris on the Playboy fragrance brand and the Rimmel color cosmetics brand. Also on the team: perfumer Ann Gottlieb, who has worked on every Calvin Klein fragrance the brand has ever done, including the original Eternity for men and Eternity for women.
You May Also Like
“Both scent pillars are terrific versions of the same concept,” said Gottlieb. “Eternity was built on the promise of forever. Eternity Now is the moment in time where you know it’s forever. Eternity was built on gorgeous florals, while Eternity Now is a brighter and more sparkly addictive floral for the women’s, and a quite lickable, juicy, Oriental fougère for the men’s.”
Eternity Now for Women, an eau de toilette concocted by Firmenich, has top notes of juicy lychee and quince sorbet, a heart of peony, peach blossom and neroli petals, and a drydown of cashmere veil, ambrox and sensual musk. The men’s version, an eau de toilette developed by International Flavors & Fragrances (IFF), has top notes of spicy ginger, coconut water and star anise, a heart of starfruit, cedar lead and patchouli, and a drydown of Moroccan cedarwood, tonka bean and Madagascar vanilla.
Both the men’s and the women’s Eternity Now versions will have 1 oz., 1.7-oz and 3.4-oz. sprays; the women’s are $46, $64 and $82, respectively, the men’s $40, $60 and $76 respectively. Ancillaries for women include a 6.7-oz. body lotion, $43, and a 0.3-oz rollerball, $22. Men’s ancillaries include a 3.4-oz. aftershave spray, $50; a 2.6-oz deodorant stick, $20, and a 5.4-oz. deodorant spray, $20.
For the second time, the brand chose a real-life couple — models Jasmine Tookes and Tobias Sorensen — to front the ad campaign. “We wanted to make this a more contemporary modern love story,” said Melisa Goldie, chief marketing officer of Calvin Klein International, noting that in 2014, the brand had used Ed Burns and Christy Turlington Burns as the faces for Eternity. Turlington Burns was the face of the original Eternity women’s scent, launched in 1988. Goldie noted that scents have been an integral part of the Calvin Klein brand since its inception, making the execution of the campaign especially important.
Trey Laird was the creative director on the Eternity Now campaign, which was photographed by Cass Bird in New York City and has a tagline of “forever starts now.” It will begin appearing in August fashion, beauty and lifestyle magazines. A TV campaign is slated to begin running in mid-August.
While it was love at first sight for Sorensen, Tooks admits to initially giving Sorensen a fake phone number. “I’ve never liked the whole dating thing,” she said with a laugh. “So when he asked me for my number, I gave him my friend’s number. But then I was like, ‘he’s cute. I’ll give him a chance.’”
“I actually thought I had the right number from the get-go,” Sorensen said with a laugh. “I don’t normally ask girls for their numbers in nightclubs, but I saw her across the room and from the beginning I thought she was super-beautiful. She just stood out to me.”
While executives declined comment on projected sales, industry sources estimated that the Eternity Now masterbrand could do $100 million globally in its first year on counter.