Coty has introduced Calvin Klein Fragrances’ euphoria elixirs across global travel retail. The launch is supported by a high-profile campaign featuring Spanish singer/songwriter Rosalía.
The collection, which marks a new chapter for one of Calvin Klein’s most recognisable fragrance pillars, is enhanced by a series of experiential activations throughout the channel.
The campaign debuted in Europe at Frankfurt Airport on 24 February, followed by activations in Asia Pacific travel retail from 1 March. Key locations include Melbourne Airport Terminal 2 with Lotte Duty Free and Kuala Lumpur International Airport’s Contact Pier Duty-Free Mall in partnership with Eraman. The Americas roll-out began on 1 April.
Immersive in-store displays and interactive touchpoints guide travellers through the elixirs’ olfactory journey. Additional elements include live DJ performances and premium gift-with-purchase mechanics.
At Frankfurt Airport, the launch is further elevated through an immersive, cross-category Calvin Klein brand experience running until June.
Developed in partnership with the fashion house, the activation brings together fragrance and ready-to-wear assortments within a unified retail environment. The space also features a DJ-led soundscape and a large-format screen showcasing the campaign film.
euphoria elixirs comprises three parfum intense expressions: magnetic elixir, bold elixir and solar elixir. Each fragrance is centred on a different interpretation of vanilla, the euphoria franchise’s signature note.
Developed in collaboration with master perfumers from leading fragrance houses, the compositions trace the ingredient’s evolution from fresh, green notes to deeper, sun-dried richness.
Each features a fragrance concentration of 28% or higher, representing the strongest intensity within the Calvin Klein Fragrances portfolio.
The euphoria bottle has been reimagined in vivid monochromatic tones, with magnetic pink, bold purple and solar yellow designs paired with matching caps to reflect each scent’s distinct character.
According to Coty, the campaign reinforces its strategic focus on travel retail as a high-impact platform for brand building and engaging the next generation of consumers.
Coty Global Travel Retail Mette Engell commented, “With euphoria elixirs, we are elevating the franchise through intensity, emotion and immersive retail experiences.
“Travel retail provides a unique stage to express the full power of the new Calvin Klein fragrances, from high-impact installations to cross-category storytelling. This launch allows us to introduce the next generation of travellers to euphoria in a culturally relevant and engaging way.” ✈
