Encounter Calvin Klein
With a portfolio that comprises over 50 scents including Hall-of-Famers Obsession, Eternity and ck one, Calvin Klein is poised to introduce this month its most masculine fragrance to date. Entitled Encounter, the scent is described as a blend of crisp spice, warm cognac and sensual woods with an ad campaign fronted by Alexander Skarsgård of True Blood fame.
“Alexander Skarsgård is the ultimate Calvin Klein antihero,” said Coty, which holds the Calvin Klein fragrance license. “He’s a confident non-conformist who lives by his own rules. He’s a bit rough around the edges, but he is much deeper than his surface.” The campaign tells the story of a film noir-inspired encounter between Skarsgård and the Dutch model Lara Stone.
Print ads, shot by Steven Klein, will debut globally this month, alongside a television campaign that marks Calvin Klein fragrances’ first-ever short film—further exploring the tense and desirous encounter.
An image from the print campaign, starring Alexander Skarsgård and Lara Stone.
The brand will also introduce an interactive digital campaign using animated GIFs dubbed “Dare to Encounter” that will engage users in a virtual series of challenges at encountercalvinklein.com.
“Encounter Calvin Klein speaks to masculinity more strongly and directly than any previous men’s fragrance in the portfolio,” Coty said. “It differs greatly from other fragrances on the market with its dark, sexy edge.”
And as reflected by the tension-riddled and unapologetically masculine campaign, the Encounter juice itself is similarly multifaceted, highlighting a contrast between freshness and warmth. It was developed by Firmenich’s Pierre Negrin and Honorine Blanc in collaboration with Ann Gottlieb, who served as a consultant on the project.
Encounter’s top notes feature mandarin, cardamom and rum; its middle includes pepper, Egyptian jasmine, patchouli and cognac; and its drydown comprises agarwood, atlas cedarwood and musk.
The Encounter bottle has been crafted with deep blue glass and features a unique shattered design and gunmetal detailing underneath its cap. Outer packaging features matte and glossy blues accented by a silver foil logo.
EDTs will be available in three sizes: 1.0 oz. for $40.00, 1.7 oz. for $58.00 and 3.4 oz. for $72.00. Additional releases include a 3.4-oz. aftershave spray priced at $50.00, a 2.6-oz. deodorant priced at $20.00 and a 5.4-oz. all over body spray priced at $15.00.
The fragrance will launch this month in department stores including Macy’s, Nordstrom and Dillard’s.
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