Singer Rosalía fronts the Calvin Klein Euphoria Elixirs campaign.

Coty has introduced Calvin Klein Euphoria Elixirs across global travel retail, supported by a campaign fronted by Grammy award-winning singer-songwriter Rosalía, and a series of immersive activations spanning Europe, Asia Pacific and the Americas.

The launch marks a new chapter for one of Calvin Klein Fragrances’ most recognisable pillars, with three parfum intense creations – magnetic elixir, bold elixir and solar elixir – each built around a different expression of vanilla, the signature ingredient of the Euphoria universe. With a concentration of 28% or higher, the trio represents the most intense fragrance offering within the Calvin Klein portfolio.

Designed to deliver both sensorial impact and strong visual identity, the iconic Euphoria bottle has been reimagined in vivid monochromatic tones – magnetic pink, bold purple and solar yellow – reflecting the personality of each scent.

The rollout is supported by large-scale experiential activations tailored to high-traffic international airports. These include interactive installations, DJ-led experiences, premium gift-with-purchase offers and digital storytelling designed to engage a new generation of travellers. Rosalía’s global cultural influence anchors the campaign, bringing a contemporary and expressive dimension to the fragrance line.

The travel retail activation launched in Europe at Frankfurt Airport in February, followed by Asia Pacific locations including Kuala Lumpur International Airport and Melbourne Airport in March. The Americas rollout begins from April across a wide network of key airport hubs.

At Frankfurt Airport, the launch is further amplified through a cross-category retail concept running from April to June, allowing travellers to explore Euphoria Elixirs alongside Calvin Klein fashion collections in a unified brand environment. The space features a DJ-driven soundscape and large-format campaign visuals, creating a fully immersive expression of the brand.

Travellers can enjoy a series of immersive activations spanning Europe, Asia Pacific and the Americas.

Mette Engell, Senior Vice President, Coty Global Travel Retail, said: “With Euphoria Elixirs, we are elevating the franchise through intensity, emotion and immersive retail experiences. Travel retail provides a unique stage to express the full power of the new Calvin Klein fragrances, from high-impact installations to cross-category storytelling. This launch allows us to introduce the next generation of travellers to Euphoria in a culturally relevant and engaging way.”

The launch reinforces Coty’s strategy to leverage travel retail as a key platform for brand building, combining product innovation with experiential retail to drive engagement and discovery among global travellers.

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