US. Earlier this week in New York City, Coty Prestige unveiled the new flagship feminine fragrance from the house of Calvin Klein. Calvin Klein Beauty, fronted by actress Diane Kruger, will be launched worldwide from October.
The fragrance was unveiled at the exclusive Calvin Klein Collection store, on Madison Avenue. Following the official reveal and a panel discussion with Kruger, Calvin Klein Collection Creative Director Francisco Costa; nose Sophie Labbé; and Coty Prestige Senior Vice President Fragrances Catherine Walsh, guests enjoyed a sit-down dinner at the store, followed by a VIP shopping experience.
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The premium new feminine fragrance from Coty Prestige and the house of Calvin Klein |
Coty CEO Bernd Beetz and Coty Prestige President Michele Scannavini were also in attendance, along with around 70 international journalists from all around the globe.
“This is one of our largest fragrance launch events ever,” noted Walsh – something which reflects the significance of the new fragrance. Calvin Klein Beauty is an upscale offering, positioned firmly at the premium end of the Calvin Klein fragrance portfolio. Accordingly, it will be priced at around +5% versus Euphoria.
As its name suggests, the fragrance aims to encapsulate the spirit of a woman who is beautiful from the inside out, with an aura that radiates, according to the brand. The entire concept is pared down and elegantly simple.
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Calvin Klein Beauty, fronted by actress Diane Kruger, will be launched worldwide from October |
The juice is described as a new interpretation of the lily, “a sophisticated flower”¦that is the essence of femininity”¦radiant and powerful”. The calla lily also plays a key role in the heritage of Calvin Klein fashion, and was most recently channelled by Costa in his autumn/winter 2010-11 Calvin Klein Collection Runway Show.
Labbé has combined ambrette seeds, jasmine and cedar wood to create a “neo-lily” fragrance. “It was an emotional brief”¦and I was inspired by the Calvin Klein woman who is feminine, sophisticated and radiates generosity, charisma and true inner beauty,” she explained.
The gold-coloured juice is presented in a curved flacon, set atop a glass base. A metallic silver ring encircles the glass, while the metallic silver cap is said to evoke the sculptural shapes that are fundamental to the Calvin Klein aesthetic. The outer carton is a glossy white, with a silver halo.
The print advertising visual depicts Kruger looking straight to camera, dressed in a white Calvin Klein Collection dress whose curves again echo the shape of the calla lily. The launch will also be supported by TV advertising.
Calvin Klein Beauty will be available as a 30ml, 50ml and 100ml edp spray, a 200ml bath & shower crème and a 200ml body lotion.
– Look out for the full report on Calvin Klein Beauty, including interviews with Kruger, Costa and Labbé, plus an extensive Picture Gallery, coming soon
