Twenty-one years after Calvin Klein launched the groundbreaking CK One — the first unisex fragrance with wide popular appeal — the company is aiming to appeal to Millennials with CK2, a second unisex juice.
This is in line with the fashion line’s desire to target younger consumers, said Melisa Goldie, chief marketing officer of Calvin Klein Inc. “The launch of CK2 represents an extension of our overall brand strategy to reach a younger consumer base through modern, authentic storytelling,” she said. “Given its relevant cultural messaging and youthful spirit, CK2 aligns well with this evolving approach to consumer engagement.”
“CK2 is a new gender-free fragrance that celebrates the endless possibilities of modern connections between two people,” said Camillo Pane, executive vice president, category development, for Coty Inc., which holds the Calvin Klein fragrance and color cosmetics licenses. “We are targeting a new generation that values authenticity and fluidity in their everyday lives, and CK2 encapsulates this in every facet of the brand, whether via the scent, packaging, or campaign creative.”
Added Jean Mortier, president of global markets for Coty Inc., “The launch of CK2 brings a new fragrance proposition to the marketplace with its relevant and disruptive brand messaging. We will launch exclusively in Macy’s in the U.S. in February, and then broaden distribution through alternative channels, while telling the story of CK2 through engaging media tools that resonate with the target audience.” Distribution is expected to top out at 2,000 doors in the U.S. by yearend 2016.
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The juice, produced by International Flavors and Fragrances, is an urban woody fresh blend. Top notes are of wasabi, mandarin, violet leaf absolute; the heart is of wet cobblestones, orris concrete and rose absolute, and the drydown is of vetiver, incense and sandalwood, noted Vincent Brun, vice president of global marketing for Calvin Klein Fragrances and Cosmetics at Coty Inc.
It will be available in three sizes of eau de toilette — 1 oz. for $40, 1.7 oz. for $55 and 3.4 oz. for $75 — as well as a rollerball, $18, and a pocket spray, $20.
The bottle, a thick glass cylinder set in a clear base that allows the fragrance to be viewed either upside down or right side up, is intended to reinterpret minimalism, said Claire Fermont, senior marketing director, global fragrance innovation, for Calvin Klein Fragrances. The minimalist design continues on the outside packaging, which is a drawing of the bottle inside.
The advertising campaign, shot by Ryan McGinley, includes both TV and print and is intended to celebrate the diversity of people’s connections. “It is about two individuals defined by who they are, not what they are,” said Brun. “This is one gender-free fragrance for a man or a woman, without prejudices, to unite and create an experience that can be shared together in love, lust and friendship. [The campaign] features four stories that fold into one another in unexpected ways. Four couples play out free spirited, raw narratives of today’s youth. The connections emphasize the thrill of life shared by two people and magnify the uniqueness of each relationship in our lives.”
While executives declined comment on projected sales, industry sources estimated that the scent could do $60 million globally at retail in its first year on counter.