Calvin Klein Adds Euphoria Essence Masterbrand, Brings Back Natalia Vodianova
The decade-old brand adds the limited-edition Euphoria Essence for Women and Euphoria Essence for Men in August, along with an advertising campaign that heralds the return of Russian supermodel Natalia Vodianova, who was the face of the first Euphoria campaign a decade ago.
“We are in a continual quest to make the Calvin Klein fragrance brand relevant to consumers throughout the world,” noted Steve Mormoris, chief marketing officer for fragrances at Coty Inc., which holds the Calvin Klein fragrance license. Mormoris noted that rather than create new freestanding brands, the company has instead chosen to take its strategic pillars - Eternity, Euphoria, CK One and Obsession - and mining the equity in them. “That’s a big change for us.”
As reported, Coty will also launch a permanent masterbrand for Eternity, called Eternity Now, in July. Updates to CK One and Obsession are expected in 2016.
Euphoria Essence for Women, by Yves Cassar and Jean Marc Chaillan of International Flavors & Fragrances, is a fruity floriental with top notes of raspberry, pink pepper, blackberry; a heart of exotic orchid, muguet and jasmine absolute, and a drydown of cashmere wood, patchouli heart and white chocolate accord. A 3.4 oz. eau de parfum spray will sell for $89.
Euphoria Essence for Men, a vibrant amber by IFF’s Chaillan, has top notes of Italian bergamot, ivy leaves and mineral accord; a heart of white pepper, jasmine and smooth suede, and a drydown of vibrant amber, guaiac wood and tonka beans. A 3.4 oz. eau de toilette will retail for $80.
In July, Vodianova’s new campaign for the original Euphoria will begin running. “Natalia has a great history with Calvin Klein, dating back to 2003, when she was in our runway show and would later appear in our apparel ads,” said Melisa Goldie, chief marketing officer for Calvin Klein Inc. “We’ve had a lot of success with her. She’s aged so gracefully, and she’s stayed incredibly relevant.”
Vodianova wears a flowing custom-created Calvin Klein dress on a Hawaiian beach - due to the location of the shoot, Mormoris wryly pointed out that several “stunt dresses” were necessary. Two versions will run: one with Vodianova solo, and one where she appears with model Tyson Ballou. “Natalia is really the muse of Euphoria,” said Friedemann Schmid, named vice president of global marketing for Calvin Klein Fragrances at Coty Inc. “She has this intensity, but also a sweet softness, and I think she expresses that more than anyone else. She’s also young and sensual.”
The new campaign, which has a tagline of “free the fantasy,” was produced with creative direction by Lloyd & Co and was shot by Inez Van Lamsweerde and Vinoodh Matadin. It includes both print and TV advertising. The print campaign will begin running in July fashion, beauty and lifestyle magazines, and TV will appear at launch, noted Schmid.
While executives declined comment on projected sales, industry sources estimated that the limited-edition Euphoria Essence masterbrand could do $15 million in retail sales globally during its time on counter.
For her part, Vodianova is enjoying her return to the brand. “I’ve always loved my Calvin Klein family - that didn’t go away with time,” she said. “It was a wonderful surprise to be asked back.”
