The Tamesis
Calvin Klein Euphoria, the sexy fragrance of the 1990s, is getting a reboot.
CK Brand is revamping its Euphoria fragrance line with brand ambassador Rosalía, who previously starred in Calvin Klein underwear campaigns and now joins the beauty division as the face of its three new Euphoria fragrances: Solar, Magnetic and Bold, each scheduled to be released in March.
Coty, the licensor of Calvin Klein beauty products, continues to bet on fragrance and Gen Z. In its second-quarter financial report, Coty revealed that the group’s net income fell 3% to $1.68 billion. By targeting Gen Z consumers and the fragrance category, the beauty group is targeting a rebound in business.
The fragrance market may have normalized after a period of explosive sales, but Coty is seeing strong momentum in fragrances, including Bottled Beyond by Boss Boss and Cosmic by Kylie Cosmetics. Markus Strobel, executive chairman and interim chief executive, said the group had “best-in-class fragrance capabilities” and was well-positioned for further growth. Euphoria’s relaunch is based on market research on Gen Z consumers and has been two years in the making.
Javier Zotes-Ciancas, Global Senior Vice President of Calvin Klein Fragrances fashion business Exclusively said, Euphoria completes the brand’s three pillars – the other two being Eternity and CK One Essence fragrances, both of which are relaunching in 2024.
The synergy of fashion and beauty
Euphoria’s visual language is also changing to better align with Calvin Klein’s lingerie and denim collections, the brand said. But Zoutes-Siancas said some ingredients in the fragrance’s formula — such as the orchid note and the orchid-inspired curved bottle — will remain the same.
Overall, the new fragrance embodies femininity and confidence, washing away the perfume’s past sexy brand image, which was a reflection of the perfume market a decade ago. Natalia Vodianova and Margot Robbie have both appeared alongside topless, chiseled men in past ad campaigns.
