Cannes’ Forbidden Euphoria

By Doug Newhouse |

The official opening of the 64th Annual Cannes Film Festival on Wednesday May 11 2011 provided an exciting and fitting backdrop for the latest edition to Calvin Klein’s sustained success story of the Euphoria family of fragrances, with the presentation of the new scent, Forbidden Euphoria.

Aboard the luxury yacht ‘The Vantage’, as the sun set over the invigorating buzz of Cannes’ renowned beachfront, global press were introduced to the ‘daughter’ of the iconic Euphoria fragrance, a fresh twist on the well-known scent consisting of an addictive blend of exotic fruits, seductive florals and a rich, creamy signature of pomegranate and black orchid. This latest line edition is to be made simultaneously available to travel retail and global domestic markets from September 1, 2011.

APPEALING TO A YOUNGER MARKET
Thomas Burkhardt, Global Vice President of Marketing for Coty Prestige, explained how Forbidden Euphoria has been developed to capture the moment of realisation when a girl becomes a woman and recognises her own sensuality and beauty. He described the scent as ‘a modern, fresh, sexy interpretation of Euphoria with what we think is a slightly mysterious and somewhat naughty twist.’ 

Ann Gottlieb, of Ann Gottlieb Associates, the consultant behind the development of the new scent added: “It’s a younger, more sexy and a more alive version of the fragrance. It’s tasty and delicious. What we’ve done here is use the combination of these terrific fruity accords and the traditional orchids that we use for Euphoria. 

“We’ve been able to come up with a fragrance that has some relationship to the original, but goes on to be a little bit younger and easier to wear. It’s a welcome addition to the brand and marketplace.”

In fitting with its appeal to the younger woman, the perfume is presented in the iconic-shaped Euphoria bottle, yet further features a burst of amethyst colour at the centre, which graduates to the shoulders. This provides an arresting display and, coupled with an advertising campaign featuring the new face of the young Hungarian model Barbara Palvin, it embodies the scent’s sophisticated yet youthful confidence.

A SCENT FOR INDEPENDENT WOMEN
The launch of Forbidden Euphoria, in collaboration with the Calvin Klein Collection and the Independent Filmmaker Project (a non-profit programme launched in 1979 that represents a network of 10,00 filmmakers worldwide), also coincided with the honouring of a diverse group of women who have made an impact in independent film. 

The list of honourees included Uma Thurman (2011 Cannes Festival judge), the actress Clémence Poésy, and film directors Julia Leigh and Jane Campion, amongst many others. This all took place at a private beach party yesterday (Thursday May 12) with a host of other celebrities in attendance.

In an on-going partnership, the IFP and Euphoria Calvin Klein also announced their support for women in independent films, presenting the Spotlight on Women Filmmakers ‘Live the Dream’ grant, which will now be awarded at the IFP Gotham Independent Film Awards in New York, on November 28, 2011.

 

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