Calvin Klein releases new gender-free fragrance aimed at Millenials
In launching their second gender-free fragrance, Calvin Klein is excited to announce ck2.
Camillo Pane, Executive Vice President, Category Development, introduced the fragrance as "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."
ck2 is a dual-faceted scent that balances the urban with the natural and fresh that begins with the unexpected combination of wasabi, mandarin and violet leaf. Wet cobblestones and concrete accords are mixed with orris root and rose absolute and placed on the woody base of vetiver, sandalwood and incense.
In an effort to reinterpret minimalism, the thick glass cylindrical bottle is set 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.
The ck2 advertising campaign was shot by acclaimed photographer Ryan McGinley, whose unapologetic, controversial and real vision perfectly complements the spontaneity and thrill of ck2.
The advertising creative features four stories that fold into one another in unexpected ways, creating authentic echoes between glances and the kind of lust or attraction couples can provide. Against the backdrop of urban and natural settings, four couples play out the free spirited, raw and passionate narratives of today's youth. The meaningful connections emphasize the thrill of life shared by two people and magnify the uniqueness of each relationship in our lives shared through a tapestry of experiences and emotion that ultimately define who we are.
The ck2 line will be available globally beginning February 2016.
