CK launches its first fragrance brand in seven years
skin care brand, to be called Euphoria. The renowned designer's
fragrance and beauty division has been quiet for a while, but the
launch is said to mark a new departure into the luxury market,
reports Simon Pitman.
The fragrance is due to debut in the US market by the end of the summer and will hit the UK market in September, before receiving a global roll-out.
The fragrance itself is said to contain top notes of pomegranate, persimmon, and accord, combined with lotus blossom, champaca flower and black orchid, with a drydown of liquid amber, black violet and mahogany wood.
The packaging for the new line is also highly distinctive, relying on feminine curves and hues of pink inspired by orchid flowers. The bottle for the signature scent was designed by Calvin Klein and leading French designer Fabien Baron to be an ergonomically shaped piece of glass encased in an aluminum shell. An aluminum cap then tops of the design with the brand name engraved on to it.
The Euphoria product line comprises 30ml, 50ml and 100 ml spray, together with a Sensual Skin collection that includes a 200ml body lotion and a 200ml bath and shower crème.
A Calvin Klein spokesperson said of the launch, "It's been seven years since we have launched a new Calvin Klein masterbrand. Whenever Calvin Klein launches something, it always has to be unexpected. This fragrance is no exception."
The brand will join the CK One, Eternity and Obsession fragrances, which have all been developed over the years into a portfolio of fragrances and toiletries for both men and women available on a global basis.
The move will also prove to be the first product launch under newly agreed licensing terms. US fragrance company Coty recently became the world's largest fragrance manufacturer after it bought up the fragrance licensing agreements from consumer giant Unilever.
Together with the Calvin Klein brand, Coty now owns licensing agreements for Vera Wang, Chloe, Lagerfeld and Cerutti perfumes, for which it paid $800 million.