Calvin Klein will launch CK2, a new unisex follow-up to 1994’s CK One, this December – exclusive to travel retail for two months before its global launch in 2016.
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 year-end 2016.
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.”
Sources: WWD / Coty Prestige
From the press release:
ck2 embodies the thrill of life and celebrates the diversity of connections between two people. Two individuals defined by who they are, not what they are. 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. We come together void of stereotypes and free of conformity; a youthful connection between 2 people to celebrate the differences that make our connections richer and define what makes us, us. Life is better when we are 2.
ck2 is a dual-faceted scent that balances the urban with the natural and fresh:
The fragrance opens with an unexpected spice of wasabi flavour deepened by an underlying note of magnetic, creamy warmth. The strikingly fresh top note, evocative of the electricity of contact, is complemented by solar heat and a feeling of warm stones on a hot day. The energy of floral accords pulses through the heart with rich sensuality, while wet cobblestones bring a mineral splash to generate electric freshness. The drydown of jasmine is enhanced by the scent of vetiver and blends with the creamy fieriness of sandalwood and sensual musks, blending together to envelop the electricity of magnetic warmth. Complex while cool and natural, two fragrance worlds merge together to create an exuberant, intimate and contrasted connection.
ck2 is a worldwide Travel Exclusive launch as of December 2015. The ck2 line will be available globally beginning February 2016.