CALVIN KLEIN CK2 FRAGRANCE CAMPAIGN
Introducing CK2, a new scent for the two of us by Calvin Klein. Twenty-one years after Calvin ...
December 2, 2015
Introducing CK2, a new scent for the two of us by Calvin Klein.
Twenty-one years after Calvin Klein launched the groundbreaking CK One — the first unisex fragrance with wide popular appeal — the company is aiming to appeal to Millennials with the Calvin Klein CK2 fragrance, a second unisex scent.
“CK2 is a new gender-free fragrance that celebrates the endless possibilities of modern connections between two people,” said Camillo Pane, executive vice president, category development, for Coty Inc., which holds the Calvin Klein fragrance and color cosmetics licenses. “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.”
The fragrance is an urban woody fresh blend. Top notes are of wasabi, mandarin, violet leaf absolute; the heart is of wet cobblestones, orris concrete and rose absolute, and the drydown is of vetiver, incense and sandalwood, noted Vincent Brun, vice president of global marketing for Calvin Klein Fragrances and Cosmetics at Coty Inc.
The bottle, a thick glass cylinder set in a clear base that allows the fragrance to be viewed either upside down or right side up, is intended to reinterpret minimalism. The minimalist design continues on the outside packaging, which is a drawing of the bottle inside.
The campaign was shot on location in Puerto Rico by Ryan McGinley and features Victoria Brito, Dakota Garrett, Luka Sabbat, Erin Eliopulos, Kyle Mobus, Sung Jin Park, and twin sisters Baylee Soles and Kelsey Soles. Featured in the campaign video, the models are captured to the tune of Danger Twins’ Radar.