“Euphoria is about living the dream, letting go of your inhibitions, and pursuing your most intimate desire… Euphoria is all the things a Calvin Klein fragrance should be: memorable, delicious and very sexy.” |
The scent will be launched globally from mid-September; the travel retail roll-outs will follow the corresponding domestic markets |
UK. The mood is beyond upbeat in the Calvin Klein camp as Unilever Cosmetics International (UCI) prepares to unveil its new women’s fragrance, Euphoria.
The scent, which will be joined by a men’s version sometime in 2006, was previewed in London last week. It will be launched globally from mid-September; the travel retail roll-outs will follow the corresponding domestic markets.
“This is a very exciting opportunity for us,” declared UCI Marketing Services Manager Export International Division Hilde Van Den Eede, at the launch event.
“It is the biggest fragrance launch from Calvin Klein for five years”¦and 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.”
She continued: “Euphoria is our latest breakthrough fragrance. [The concept] is about freeing yourself, taking a journey without limits. Euphoria is a state of mind; it’s provocative, and transporting.
“Euphoria is about living the dream, letting go of your inhibitions, and pursuing your most intimate desires.”
Van Den Eede explained that every fragrance created by the designer has been inspired by certain phases of his life. Euphoria is said to represent a new chapter characterised by a new-found freedom.
In line with the concept, the juice is described as an “addictive oriental”. It opens on notes of pomegranate and persimmon, and a lush green accord. The heart features lotus blossom, champaca flower and black orchid, leading to a base of amber, black violet, a cream accord and mahogany wood.
“Euphoria is all the things a Calvin Klein fragrance should be: memorable, delicious and very sexy,” added Van Den Eede. “It’s definitely a “˜what are you wearing’ sort of scent.”
“It is the biggest fragrance launch from Calvin Klein for five years”¦and 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 Euphoria product line-up comprises 30ml, 50ml and 100ml edp sprays. There is also a Sensual Skin collection, which includes a 200ml body lotion, a 200ml bath and shower crème and a 15ml sensual touch parfum gel, described by Van Den Eede as a new way to experience Euphoria |
The fragrance flacon, designed by Klein in conjunction with Fabien Baron, is described as “sexy, polished, yet organic”.
Reportedly inspired by an orchid about to bloom, the bottle features sleek aluminium and glass curves, which reveal the amethyst-coloured fragrance within.
The cap is a signature, rectangular silver. The outer carton is coloured a matte satin cassis.
The Euphoria product line-up comprises 30ml, 50ml and 100ml edp sprays. There is also a Sensual Skin collection, which includes a 200ml body lotion, a 200ml bath and shower crème and a 15ml sensual touch parfum gel, described by Van Den Eede as a new way to experience Euphoria.
The fragrance will be supported by extensive sampling and advertising, both TV and print. “The ad is about a woman wrapped in fantasy, transported and consumed by Euphoria,” Van Den Eede concluded.
The face of Euphoria is model Natalia Vodianova, who already models other Klein collections, such as jeans and jewellery. The print campaign was shot by Steven Meisel; the TV spot was filmed in Hawaii and New York.
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