New scent to be aimed at millenials
Calvin Klein has created a second gender-neutral fragrance – ck2.
The scent is said to be natural yet also urban. It opens with top notes of wasabi, mandarin and violet leaf. Its heart features wet cobblestones, orris root and rose absolute. The base features sandalwood, vetiver and incense.
Packaged in a minimalistic bottle, the scent can be viewed either upside down or the right way up. Its box simply features a drawing of the bottle inside.
The scent is due to launch in February next year and will be promoted with an advertising campaign shot by acclaimed photographer Ryan McGinley. The ads feature four couples acting out separate narratives that fold into one another unexpectedly.
Camillo Pane, Executive Vice President, Category Development at Coty, which produces Calvin Klein fragrances, said that the new product "celebrates the endless possibilities of modern connections between two people". He said: "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."