Coty launches gender-free Calvin Klein fragrance for millennial market
The ck2 fragrance is the second gender-free offering from Calvin Klein with Camillo Pane, who was appointed Executive Vice President, Category Development in April, explaining it is “a new gender-free fragrance that celebrates the endless possibilities of modern connections between two people.”
“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,” he adds.
Coty claims the new ck2 is a dual-faceted scent that balances the urban with the natural with a combination of wasabi, mandarin and violet leaf. Wet cobblestones and concrete accords are mixed with orris root and rose absolute and placed on a base of vetiver, sandalwood and incense.
In order to appeal to such a wide market, Calvin Klein has also attempted to reinterpret minimalism, by setting the thick glass cylindrical bottle in a clear base that allows the fragrance to be viewed either upside down or right side up.
The minimalist design continues on the outside packaging, which is simply a drawing of the bottle inside.
Advertising is a big part of any fragrance launch and is an element that Coty had to approach differently given that there is no gender bias in this instance.
For this, the ck2 advertising campaign was shot by acclaimed photographer Ryan McGinley, and features four stories of different couples that all crossover to one another.
Coty says this emphasises the uniqueness of each different relationship in everyday lives shared through a different range of experiences and emotion.
The ck2 fragrance line will be available globally from the beginning of February 2016.