Described as one of the biggest launches in the brand’s history, Calvin Klein’s new fragrance, ck2, is meant to embody ‘the thrill of life’ and celebrates the ‘diversity of connections between two people’; giving the scent its name.

 

The ‘gender-free’ fragrance – suitable for men and women – is classed as an urban, woody and fresh scent.

 

“ck2 is a dual-faceted scent that balances the urban with the natural and fresh,” says the brand. “The fragrance opens with an unexpected spice of wasabi flavour deepened by an underlying note of magnetic, creamy warmth. The strikingly fresh top note, evocative of the electricity of contact, is complemented by solar heat and a feeling of warm stones on a hot day.”

 

According to Coty this is the first time that wasabi has been used in a fragrance. Other notes include jasmine, vetiver, sandalwood and musks, “blending together to envelop the electricity of magnetic warmth,” says Coty.

 

The packaging for the new fragrance is particularly inventive; a sleek rounded bulb of glass which sits atop a solid cap that also serves as a unit to hold the bottle upside down.

 

“Both the bottle and cap go beyond the classic fragrance bottle to create two pieces perfectly in-sync and connected to each other, much like the connection of two people,” adds Coty.

 

“The outer packaging’s minimalist design displays every facet of the bottle held inside, while the ‘what you see is what you get’ approach highlights the authenticity and craftsmanship of the bottle and cap.”

 

The company says it gives a ‘not so subtle nod’ to today’s ever-growing high tech realm and the carton stays true to the principles of minimalism that are essential to the brand’s DNA.

 

The scent range comprises: eau de toilette spray 3.4oz/100ml; eau de toilette spray 1.7oz/50ml; eau de toilette spray 1.0oz/30ml; body lotion 6.7oz/200ml; shower gel 6.7oz/200ml; deodorant stick 2.6oz/75g and rollerball 0.3oz/10ml.

The ck2 advertising campaign was shot by acclaimed photographer Ryan McGinley, whose ‘unapologetic, controversial and real vision perfectly complements the spontaneity and thrill of ck2’.