Name Brand Fragrances

As new scent debuts, ck one 'could be billion-dollar brand'

INTERNATIONAL. As a new ck one fragrance hits the shelves, the US lifestyle brand could hit an annual turnover of US$1 billion globally, according to a top executive at the leading fashion house Calvin Klein.

After a stellar run of profits since the original launch of the ck one unisex fragrance in 1994, which changed the rules of the beauty game, the brand has been extended with a line of casual apparel, including jeans . And now a second ck one fragrance - ck one shock - is being rolled out by Coty Prestige unit Calvin Klein Fragrances.

Always a hot property for travel retailers having achieved classic status in the fragrance world, ck one has now gained a new family member, ck one shock. The graffiti-inspired product - the first non-shared fragrances in the ck one portfolio - is described as “edgy, sexy, impulsive” and designed for after-dark party wear. It represents a fine-tuning of the brand and “bringing it back to where it needs to be”, according to Calvin Klein Vice President Global Marketing Thomas Burkhardt.

Speaking at the celebrity haunt Shoreditch House, a private members’ club in trendy East London, Burkhardt set out the overall ambitions for the ck one brand, telling The Moodie Report: “The objective is to turn ck one into a total lifestyle brand. We already have the [signature] bottle, and there is so much richness in it. We have ck one fashion, the ck one fragrance, and now the second ck one shock fragrance. There’s more to come,” he said, referring to plans to extend the brand into other product categories. ck one already spans jeans, underwear and swimwear.

Burkhardt said the brand already generated US$250 million in annual turnover at retail and, when asked if the brand could reach US$1 billion, he responded: “Why not?” He would not be drawn on the other product categories that might be introduced, or the timescale, but said there would not be any further launches this year. ck one shock is the focus for 2011.

What fascinates me about ck one shock are the faces who have been chosen to represent the new product in the ad campaign. The Moodie Report was lucky enough to meet some of the cast members, who star in the print and billboard ads, a raunchy video, on the ck one website, and in digital/smartphone content. The company selected a wide range of young faces who aren’t all models but who have the all-important ‘attitude’.

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