Calvin Klein IN2U
Calvin Klein is an American fashion designer and accessories company that made its name with its brand of jeans. Brooke Shields, teen starlet at that time, catapulted the line of jeans to infamy with the line: ”Nothing comes between me and my Calvins.” Calvin Klein is greatly respected for its line of women and menswear. They did try to venture into perfumes for a while, but ultimately failed, selling their name to Coty Inc. to try to continue the line of fragrances using the Calvin Klein name.
Calvin Klein is stirring the pot again, this time with its new fragrance called CK IN2U. It is notable for being the first fragrance to be launched in an online virtual reality world, Second Life. The marketing campaign is eager to portray CK IN2U as the fragrance that connects everyone with everyone else, much like technology and the Internet. The notes used throughout this perfumes are: red currant leaves, bergamot, pink grapefruit, sugar orchid, white cactus, red cedar, amber, and vanilla. The packaging, unfortunately, resembles a carafe of wine, the kind with a cork made of plastic.
The ads for this fragrance that was launched in 2006 appear to be targeted to co-eds and teens. The fact that the product was launched in Second Life, also leads one to believe that the scent is being marketed for young adults. Regardless, this is a scent that can be worn during the day. It is meant to be trendy and pleasing to the masses. It has heavy citrus top notes of grapefruit, which quickly tones down. The low notes of amber and vanilla are also a crowd-pleaser. While the fragrance itself is not highly innovative and slightly reminiscent of Calvin Klein CK One, the way it is being marketed is ingenious and modern.
