Advertising Campaign For Perfume – Calvin Klein Fragrances launches CK Everyone, the brand’s first genderless fragrance designed for everyone. The release coincides with CK One, the brand’s new line of jeans and underwear.
Calvin Klein, Inc., of PVH Corp., and Calvin Klein Fragrances, of Coty Inc., announced the corresponding release of the CK One underwear and jeans collection and the CK Everyone clean fragrance.
Advertising Campaign For Perfume
The companies unveiled the global advertising campaign, proclaiming: “I am one, I am many. I love each of me.”
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A tribute to individuality and freedom of self-expression, the campaign was shot by Glen Luchford and features a group of modern multi-hyphenates, including a musician and actor, skater and photographer, makeup artist and musician, rapper and dancer and two models. .
The advertising campaign, which is a celebration of those who are not limited by borders, gender norms and definitions, will be presented worldwide and supported by digital, social, outdoor, print and TV places.
CK One items include premium wardrobe pieces with a genderless appeal, while CK Everyone is the first clean, genderless and eco-friendly fragrance from the Calvin Klein brand.
The new fragrance is formulated with natural ingredients, naturally derived alcohol, is vegan, recyclable and comes in a folding carton containing 30% post-consumer recycled materials.
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CK Everyone is for every generation, inspired by authenticity and a youthful mind. Master perfumer Alberto Morillas, who created the CK One fragrance, has created a clean fragrance emanating freshness using 79% ingredients of natural origin and ignoring the traditional signifiers of the genre, as reflected in the non-conformity of the perfume and the campaign.
A citrus scent that elevates the tasty organic orange oil combines with a blue tea accord and a vibrant cedarwood base that creates a combination of pure freshness, soft sensuality and a provocative edge.
Combining two icons, CK Everyone pays homage to Calvin Klein’s iconic underwear belt with a signature reusable elastic band on the bottle.
Coinciding with the North American launch, the I Love Everyone Of Me Pop-up in New York City will be open to the public from February 13 to 15, 2020. Visitors will be able to discover and purchase products from the new campaign.
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The pop-up will feature a dedicated fragrance room where visitors can discover different fragrance notes while immersive photographic moments play with the concept of individuality referred to in the advertising campaign. Visitors will also have the opportunity to have their image projected onto the famous Houston Street sign for the duration of the activation.
Osmo’s team is said to have built the first odor map to predict what a molecule smells like from its structure.
Clear out the noise and showcase your formulation with high-quality, minimalist style found in EPOPACK’s packaging expertise.
The Inter Parfums-Lacoste deal includes an entry fee of €90 million, with the launch of the first new Lacoste perfume line expected in 2024.
The platform allows users to browse, compare and choose fragrances from a constantly updated library that currently includes around 19,600 fragrances.
During the holiday period, fragrance continued to feature fewer discounts and spending patterns favoring higher-priced products, such as high-concentration perfumes and luxury brands.
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The line includes a candle, a perfume discovery box, four fragrances and lipsticks that celebrate the four houses of Hogwarts.
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The center is designed to house all of Givaudan’s encapsulation capabilities, including research, creation, production and industrialization capabilities with a scale-up laboratory.
According to Firmenich, “The EmotiCode Focus fragrances increased the speed of mental processing in both tasks, versus the fragrances that did not use EmotiCode creation rules and the control condition without odor.” Really. I love them, more than fashion ads and of course more than cosmetic ones. In my mind, they are the best things that the world of marketing has not yet come up with: The clothes should not look good (or be there); budgets are huge; the bottle should not even be in the shot. Anything goes and the product still sells somehow. You’ll find Adriana Lima with smudged mascara sprawled out on a velvet couch with a bottle of Decadence. Kate Moss naked in a street shot by her boyfriend. Nicki Minaj runs through a forest in a princess costume. Julia Roberts at a party with magical powers of transparent chains. A little something for everyone.
The first perfume ad I noticed—like, really noticed—was Tiiu Kuik’s J’adore Dior ad. It was covered in liquid gold, it had this beautiful stacked choker thing, and it looked so good. With Carmen Kass and Charlize also wearing the same fragrance, all J’adore ads are iconic from this point on.
Then there is the moment of the crown braid of Carmen Kass, Narciso Rodriguez. This is probably the best example I can think of in terms of selling a product without any information. It’s just a picture of Carmen. But it is ephemeral, like the smell. So I guess it makes some sense.
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Chanel ads are still great too. I’m talking about Nicole Kidman running dramatically in a giant pink beaded dress against a CGI city skyline. Marc Jacob’s Daisy ads were also very effective – sunny fields, Juergen Teller / Sofia Coppola and several very punctual models (Hannah Holman, Frida Gustavsson). No girl I’ve ever met hasn’t dabbled in wearing Daisy at some point.
Acqua Di Gio, with the wet guy in black and white (Lars Burmeister, as cast/scouted by Jen Starr). I know everyone knows that.
Sophie Dahl’s banned Opium ad will always have a place in my heart – very simple but caused a lot of drama. I’m not sure why people needed to hang on to a bit of chest when you have Pat McGrath’s gorgeous green eyeshadow + magenta lips to focus on (if you don’t know who Sophie Dahl is, look her up).
I wouldn’t call any of these the best though, it would be too hard to choose, but Christy Turlington’s Calvin Klein fragrance ads shot by Bruce Weber would have to be the strongest contender. They are iconic, very simple and sort of sum up the entire time period in the fashion world. They are also quite timeless. I can’t imagine they ever lose their appeal.
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Anyway… what’s your favorite? Separate them for me! The best printed fragrance ad, the best commercial, or the one who bought the perfume without ever smelling it.
More on big campaigns: Daria’s chic culture (curated by Christiaan) for Céline’s print ads for Fall 2012. And remember that enchanted Marc Jacobs look from a few years ago?
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Like in your inbox. Sign up below and we’ll bring you the top stories from ITG every week. Jon Evans, head of marketing at System1, wonders why perfume ads are so weird. But maybe they’re not weird enough…
You can tell a fragrance ad just started. A hot A-list celebrity. An exotic location – the desert, a tropical paradise, an exclusive hotel. Smoky looks, sudden edits and an impeccably dark soundtrack. Maybe throw in a majestic animal for good measure.
Then, when you think it’s all over… whisper a poetic but contextually meaningless phrase, like “truth”, “show your bold side” or “today is the day”, and we will be presented with a fantasy- looking at a bottle at the end.
This strange formula is the norm for brands in the fragrance industry. In fact, it’s hard to imagine how there could be a fragrance ad that doesn’t follow this formula.
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But even if this peculiar scheme is the standard, our data show us that, often, perfume ads do not resonate much with consumers.
In general, the best advertisements are the places that inspire us, make us laugh and take us on a journey, embedded in a strong narrative.
And through testing thousands of ads with consumers over the years, gauging the emotional response to know how ads make people feel, we can safely say that perfumes are not suited to the “good ad “. The only thing 5 stars about them are the hotels.
Celebrities can help brands boost effectiveness if used in the right way, because ultimately people will love seeing their favorite stars on their screens.
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But perfume ads often make a common mistake – placing too much weight on a celebrity’s face in front of a campaign. When this is the case, the ad’s story arc often becomes an afterthought.
Brands spray these idols on screen like a teenager with their first bottle of cologne and hope it will be enough to stick. However, often this can result in the message being lost. And ironically, the reason perfume ads are so weird comes down to a lack of imagination.
They think, “I have a big celebrity like Johnny Depp, how can we use him in an extravagant way?” The recent Dior ad
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