The Calvin Klein Endless Euphoria fragrance will be one of a series of cool scents the luxury label prepares for 2014. The label plans to appeal to a younger customer base with a series of flanker scents that will maintain part of the label's DNA but with a modern twist. “Calvin Klein will be rejuvenated as an iconic fragrance brand by tapping into its roots with politically disruptive, sexually provocative messages and fragrances, housed in a modern architectural simplicity in terms of bottle and carton design that resonates luxury,” Steve Mormoris, vice president of global marketing American Fragrances for Coty Prestige, told WWD.
The Endless Euphoria fragrance is set to be launched globally in February and is the creation of Bruno Jovanovic of International Flavors & Fragrances and is aimed mostly at women in their late twenties and early thirties, as opposed to the original Euphoria scent which caters to women aged 35 or older. The new Endless Euphoria scent opens up with delicate notes of cherry blossom, mandarin and bergamot. The heart of the scent features violet, pastel rose accord and syringa while base notes of bamboo, sandalwood and bare complete the stunning new scent.
It seems the label has already chosen the face of the new campaign and it's none other than Vanessa Axente, who is also the face of the fashion house’s fall apparel advertising as “she really translates the sexy, romantic vibe,” according to the house’s designer, Francisco Costa. The first ads for the scent will hit fashion, beauty and lifestyle magazines starting with March. Presentation-wise, the bottle design is clearly inspired by the label's defining style concepts. The label comes in a simple, architectural bottle very similar to the Euphoria scent launched in 2005, though a bit taller.
The Endless Euphoria perfume will come in three versions: 1.4 oz. for $49, 2.5 oz. for $69 and 4.2 oz. for $89. Additional products offered are a body lotion in two sizes for $38 and a shower gel, 5 oz. for $30.