Shock wave from ck one
Calvin Kleinís ck one fragrance line is being turned into a masterbrand with the launch of separate menís and womenís scents under a new name
The iconic unisex fragrance line ck one—made under licence by Coty Prestige and first launched in 1994—is to be joined from next month in travel-retail by ck one shock, a graffiti-inspired version that, for the first time for the ck franchise, will be made available in men’s and women’s formulations.
The move is designed to maintain the buoyancy of ck one sales—said to still be top-ten ranked in 25 countries after 17 years—and also give men and women alternative choices for those times when they want to “smell like a man or a women”, said Coty Prestige Calvin Klein vice-president global marketing Thomas Burkhardt.
Speaking last week at the worldwide media unveiling of the shock line at London’s Shoreditch House, Burkhardt commented: “When ck one launched as a unisex fragrance in 1994 it captured the zeitgeist of the period including the exploration of gender boundaries. (In that respect) it was one of the most important fragrance launches of the 20th century. With ck one shock, we have created two fragrances that allow men and women to be more individual.”
Among the event highlights was the presence of graffiti artist and hip-hop guru Jorge ‘Fabel’ Pabon, who gave attendees a master class in creating memorable graffiti tags. On both fragrance bottles, ‘shock’ is written graffiti-style in pink lipstick for her and green dripping paint for him, designed to convey non-conformity and edginess.
The step towards masterbrand status comes at a time when the Calvin Klein fashion house, owned by PVH Corp, is establishing lifestyle collections including denim, underwear and swimwear for the ck one brand, through Warnaco—which already makes Calvin Klein’s underwear and other lines. Sales of the new ck one apparel collections began at the start of this year and are supported by a new cross-category advertising campaigb shot by Steven Meisel and conceived by Fabien Baron of Baron + Baron that promotes the fashion and fragrance lines together, combined with a big focus on social media.
Burkhardt told DFNIonline that sales expectations of ck one shock would be in line with ck one in its first 12 months of launch. Within Coty Prestige’s Calvin Klein portfolio, ck one is currently the second biggest franchise after Euphoria, which also has a big autumn launch planned.
In travel-retail Coty Prestige marketing director, travel-retail and export worldwide Markus Stauss said that the two fragrances would launch in 2,400 doors and that HPPs or SPPs, including video walls and graffiti painting opportunities, would be decided depending on whether locations were flagships. Pricing is in line with that for ck one.
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