The Calvin Klein Down Town fragrance is the latest project the luxury label has taken on. The face of the new fragrance is Rooney Mara, who perfectly reflects the target group for the new scent. The luxury brand defines the new scent as “superaspirational” and its aimed for women between the ages of 25 and 35, a group that “lives by its own rules”. The name of the new is meant to be symbol of youthfulness and edginess.
The Calvin Klein Down Town perfume for 2013 is a floral woody scent created by and Givaudan and Ann Gottlieb. The scent first seduces with top notes of Italian cedrat, bergamot, Tunisian neroli, green pear and watery plum. The bouquet of scent is completed by a heart of pink peppercorn, violet leaf and gardenia petals and base notes of Texan cedarwood, incense, vetiver and velvet musks. Despite the changes the label adopted this year, for the new Calvin Klein 2013 fragrance, it stuck to the its core principles as far as packaging is concerned:“Our legacy is with minimalist packaging, and Downtown is no exception,” Thomas Burkhardt, vice president of marketing for Coty Prestige told WWD.com.
Hopes run high for the new Calvin Klein fragrance, which is expected to surpass the success the success of the iconic Euphoria scent. Set to be released in September, the new scent will be available in different versions and at different price points: 1 oz. for $45, 1.7 oz. for $65 and 3.0 oz. For $80. Other products that will also be launched around that time are: a 0.33-oz. roller ball for $19, a 6.7-oz. body lotion, $43; a 6.7-oz. body wash, $38, and a 5-oz. body mist, $27.
The new ad campaign for the fragrance featuring Rooney Mara will be released this September. The star naturally felt delighted with the proposition: “I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances. “It’s an honor to be part of a brand with such a legacy of breakthrough advertising. The Downtown fragrance holds true to the chic, confident and simple feeling of the Calvin brand. The effortless and timeless appeal of the Calvin Klein Collection and the Downtown scent made this a natural partnership,” 'The Girl with the Dragon Tattoo' told WWD.com.
Photos: WWD, Calvin Klein