Calvin Klein Brings “Shock” to New Scent

July 1, 2011 • Beauty, Fashion, Fashion Blog

The Calvin Klein scent family is thinking of expanding their fragrance portfolio. For its latest launch, the brand is planning on releasing a men and women’s scent called “Shock Value”, a bit of a departure from its unisex fragrances.

Both scents concocted by International Flavors & Fragrances and Ann Gottlieb, the prices of the collection will range from $14 for a deodorant stick to $65 for a 6.7 oz. bottle. The women’s scent has top notes of passion flower, pink peony and jeweled poppy flower; a heart of blackberry, jasmine, narcisse flower and liquid chocolate accord, and a drydown of magnetic ambers, vanillin, patchouli and second skin musk.

While the core ck one user is 35 to 45 years old, Shock is intended to appeal chiefly to 18- to 24-year-olds, said Thomas Burkhardt, vice president of global marketing for Calvin Klein fragrances. “This is also an opportunity to bring back the U.S. consumer, as the brand has had greater strength in Europe lately,” he added. Look for the scent to globally launch this September.

So a change-up in the way Calvin Kelin markets, eh? This could either expand their fanbase or be  a complete dud. I guess we’ll have to see just how good the scent is.

-Taneisha Jordan

Source; Photo: WWD

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