NEW YORK — Calvin Klein is planning on a second hit of Euphoria for fall.
Following the blockbuster launch of Euphoria for Women, Calvin Klein Cosmetics will launch a men’s counterpart in October — and Calvin Klein men’s wear designer Italo Zucchelli hosted a gala dinner Tuesday night at the Top of the Rock here to celebrate.
“This is a great moment for the brand,” said Zucchelli, adding, “the soul of the perfume is masculine and sexy.”
“Calvin Klein, the largest brand in the Coty Prestige portfolio, is experiencing tremendous momentum,” added Catherine Walsh, senior vice president worldwide of American fragrances for Coty Prestige. “Today the brand is seeing double-digit growth driven by our core fragrances and the phenomenal success of Euphoria. With the launch of its sexy new partner, Euphoria Men, we expect the Euphoria franchise to be a top-ranking global player and the next great Calvin Klein classic.”
Indeed, last fall, Euphoria for Women took the industry by complete surprise. Few observers were optimistic about the fragrance’s chances before the launch, particularly in light of past setbacks, like the Crave men’s scent. So when Euphoria shot to the top of the ranking last fall, generating an estimated $50 million in U.S. retail sales in less than a year, it resuscitated the entire brand.
Euphoria Men, a fresh Oriental, was created by fragrance consultant Ann Gottlieb, working with International Flavors & Fragrances. Top notes are of ginger pepper cocktail, raindrop accord and chilled sudachi; the heart is of black basil, cedar leaf and hydroponic sage, and the drydown is of creamy suede, addictive patchouli, Brazilian redwood and solid amber.
The collection will include eaux de toilette in two sizes, 1.7 oz. for $42 and 3.4 oz. for $62, as well as a 3.4-oz. aftershave, $40; a 6.7-oz. aftershave balm, $40; a 6.7-oz. body wash, $20, and a 2.6-oz. deodorant, $16. The bottle, designed by Klein and Fabien Baron, is a heavy glass square encased in a silver-toned metal sleeve with an aluminum cap. The outer carton packaging is matte platinum bronze.
Euphoria Men will be available in about 2,200 U.S. department and specialty store doors, and will be launched in an additional 98 countries simultaneously, said Lori Singer, vice president of global marketing for Coty Prestige. Also, Singer noted, there will be continued support of the women’s scent as the men’s juice is rolled out.
While none of the executives would comment on projected first-year sales or advertising and promotional spending, industry sources estimated that Euphoria for Men would do about $30 million in first-year retail sales in the U.S., and that about $15 million would be spent on advertising and promotion in that time frame. “This is a nonpromotional launch,” said Dennis Keogh, senior vice president of U.S. marketing for Coty Prestige. “We have high hopes for this fragrance and will spend accordingly.”
The brand plans both TV and national print advertising, featuring Andrew Stetson and Euphoria for Women model Natalia Vodianova. Baron served as creative director for both campaigns, and the print ads were shot by Steven Meisel in New York earlier this month.
The TV campaign was shot in Kauai, Hawaii, earlier this year. TV ads will run at launch and for the Christmas holidays; national print advertising begins in October men’s, fashion and lifestyle magazines.
Sampling plans include scented strips, vials on card and LiquaTouch pieces, aimed at disseminating more than 60 million scented impressions, said Susan Kelly, director of global marketing for Coty Prestige.