Calvin Klein is
one of the most recognized brands in the fashion
industry today. Despite going through troubled times
at the turn of the century, they have recouped and
are currently one of the most profitable firms in
the business with a turnover of $5 billion a year.
Now owned by
Philips Van Heusen, their fragrances line was
licensed by Coty in 2005. The variety and depth of
the Calvin Klein fragrances have made the brand a
legend in this department. Recently, Calvin Klein
has experimented with the novel (and peculiar) idea
of putting an MP3 player and a speaker as packaging
for their perfumes "CK One" and "CK be"!
Calvin Klein
Fragrances
Calvin Klein can
well be credited with producing some of the most
well known fragrance brands in history. Along with
that, they also pioneered the way perfume itself is
marketed by relating certain scents to certain ideas
like "sexy" and "bold".
The perfume lines
of Calvin Klein are unique in that each brand has
many sub variations and within that, there are
separate lines for men and women as well. This is in
contrast to many other perfume retailers where
signature brands generally have just one sub
variation and male and female bisection.
Calvin Klein
Perfume Lines
Obsession
In 1985, Calvin
Klein's first smash hit fragrance was released
called "Obsession". With massive advertising along
with "scent strips" in magazines, the fragrance was
a runaway hit. The brand also sports the "Obsession
Night" variation for men and women. Obsession was a
very strong scent keeping in line with the times and
is still extremely provocative and lives up to it's
name.
Calvin Klein Man
This one appeals
to the image of the confident man with a great
physique who is willing to take what he wants and is
supremely self confident. With the image of the
superb model Garret, Calvin Klein set he world on
fire with this perfume.
Euphoria.
The ultimate "Sexy" perfume, this line was released
in three different flavors, namely Euphoria
"Blossom", Euphoria "Intense", and the regular
Euphoria line for men and women. The first was for
women, and the second for men. With an intense
blooming and airy sexiness, the advertisement for
Euphoria "Blossom" was scintillating to say the
least.
Eternity
As opposed the
brute sexiness of Euphoria, Eternity created the
image of timeless love. The commercials depict a
couple in love from the time they were children with
music designed to evoke memories and a feeling of
lasting forever - for eternity in fact.
The line comes in
5 different variations including those such as
"Purple Orchid" and "Rose Blush", both of which came
in limited editions.
ckin2u
Standing for
"Calvin Klein in to you", and released in separate
variations for men and women, this depicted the
intense fire of instant fixation with a stranger.
Meant for younger couples free from restrictions,
this fragrance was an instant hit.
Bottom line
The Calvin Klein
line is well themed and it's obvious to anyone who
watches their adverts who their intended audience
is. Mixing classy fragrances with newer ones is
something they excel at.
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