March 08, 2007


In the nineties, CK One was the fragrance of choice for "the disaffected, sexually ambivalent grunge youth of the moment". More than a decade later, Calvin Klein is trying to capture the spirit of a generation in a bottle again. This time around, it's a generation of technosexuals.
From article in The New York Times:

“We have envisioned this as the first fragrance for the technosexual generation,” said Mr. Murry, using a term the company made up to describe its intended audience of thumb-texting young people whose romantic lives are defined in part by the casual hookup.

Last year, the company went so far as to trademark “technosexual,” anticipating it could become a buzzword for marketing to millennials, the roughly 80 million Americans born from 1982 to 1995. A typical line from the press materials for CK in2u goes like this: “She likes how he blogs, her texts turn him on. It’s intense. For right now.”

Which may turn off its intended audience by the tens of thousands.

CK in2u? You paid someone to come up with that? It's about as imaginative as iCalvin (and, to borrow from Nina Garcia, fashion-director-of-Elle-magazine, just not "aesthetically pleasing").

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