Calvin Klein will launch Endless Euphoria, a new perfume for women, in February. Endless Euphoria is a flanker to 2005’s Euphoria, and the lighter and fresher variation is intended to attract younger consumers to the brand. Prior Euphoria flankers include 2006’s Euphoria Blossom and 2011’s Forbidden Euphoria…
Calvin Klein will launch CK One Red Edition, new limited edition flankers for their iconic 1994 fragrance, CK One. Unlike the original CK One, which was unisex, CK One Red Edition will be gendered: there are separate versions for men and women…
Downtown, the latest from Calvin Klein, is meant to “capture the essence of the confident woman.” It’s fronted by actress Rooney Mara, and it’s geared young, although not as young as most: the target is reportedly women 25 to 35. Catherine Walsh of Coty explained the scent’s marketing strategy thusly:
This group of consumers lives by its own rules. We’ve put together a superaspirational scent. Globally, consumers see downtown as a place they want to be. They identify it with youthfulness, edginess and cool.1
If you read yesterday’s review, that probably sounds familiar. Young women who “see downtown as a place they want to be” is exactly the group that Elizabeth Arden Untold is chasing, albeit in a different way, or at least, Elizabeth Arden’s idealized image of “downtown New York cool” sure doesn’t look much like Calvin Klein’s. Regardless, it’s been an awful long time since Calvin Klein last managed to bottle youthfulness, edginess and cool — arguably, they haven’t pulled that off since CK One in 1994.2 Downtown handily manages the youthfulness. Edgy and cool, maybe not so much…
More limited edition collector fragrance bottles, with the usual disclaimers: in most of these cases, the juice is unchanged, just the bottle is “special” (or not, as the case may be), and some of these may not be available in the US.
From Chloé, See by Chloé Paint A Scent, a limited edition version of this year’s See by Chloé. The gel version of the Eau de Parfum can be painted onto pulse points with a brush applicator. Due to launch in September, in 15 ml, €60…
Actress Rooney Mara for Calvin Klein Downtown.