CKIN2U PRESS RELEASE

Everyone’s fave scent-maker, the wonderful Calvin Klein, has just released a brand-new fragrance, and naturally, we’re here to bring it to you in all its woman-roping goodness. Here’s what the press release had to say:
 
New York, DATE – From the House of Calvin Klein comes the newest addition to the ck family: ck IN2U.  Calvin Klein captures the cultural zeitgeist of the millennial generation with the launch of the first non-unisex ck fragrance:
ck IN2U for him and for her.  By now, we’ve all heard the buzz-worthy term metrosexual, which is the term for the modern man interested in style, fashion, culture, and grooming.  Inevitably, the metrosexual has spawned an offshoot: the technosexual.

With technosexuals, ck takes a step further by creating a lifestyle term not defined by music or fashion, but its use of technology.  By definition, the technosexual (tek.noh.SEK.shoo.ul) is "a dandyish narcissist in love with not only himself, but also his urban lifestyle and gadgets; a straight man who is in touch with his feminine side but has fondness for electronics such as cell phones, PDAs, computers, software, and the web."  

But ever the challenger of the status quo, ck’s own definition of technosexual is a collective noun used to describe young people who connect via their electronic devices – often with the intention of hooking-up*.  ck has officially copyrighted this universal lifestyle term as a way to communicate with consumers in their own language.

*Hooking-up, verb: to meet up, often with the intention of sexual activity.

Obsessed with gadgetry, the technosexuals are continually at play on the web or on their phone.  Their mantra could be: “connection without commitment.”  ck IN2U reflects that philosophy of instantly sexy, forward and playful.  Even the brand name reflects this group’s fascination with technology – the language of text.  From IMs to TXTs, whether it's “CU L8R” or “LUV U,” it’s all about short bursts of instant info in easily-digestible bites.

“ck IN2U rises to the challenge of this totally connected, yet often hard-to-reach audience,” says XXX, Calvin Klein Fragrances.  “ck IN2U fragrances for him and for her capture the essence of this generation seduced by technology and sexuality.  With their distinctive bottles and fresh, complementary scents, ck IN2U fragrances create visual and olfactory icons.”

The face of the campaign will be actor Kevin Zegers, who received acclaim in the indie hit Transamerica, he will soon be seen in It’s a Boy Girl Thing, and as the young poet Dylan Thomas in Caitlin.  Aged 23, he was coincidentally born the year the first cell-phone came on the market.

Kevin Zegers personifies the mood of both of the ck IN2U fragrances. Daring in his choice of work, he has the look and attitude of the technosexual generation.  The girls like his looks, and the guys dig his style.

Everything about ck IN2U – from the name, to the packaging, advertising, POS and launch events – reflects the new technosexual revolution where “geek is the new chic”.  We’ve all heard of metrosexual. And now we know the sexy, more refined technosexual.  In keeping with their gadget lifestyle, the fragrance will utilize an elusive campaign asking, “what R U in 2?” with billboards, street stenciling, graffiti, and, of course, text messages to build buzz around the question, driving consumers to www.whatareyouin2.com. 

“she only knows his screen name, but can see that he has a cute face.  he doesn’t know what she looks like, but he wants to know what she’s in2.  she likes how he blogs, her texts turn him on.

it’s intense.  for right now.

the new ck IN2U fragrances for him and for her capture the spontaneous seduction of a generation freed by technology.   this generation has the ability to connect to anyone at any time, all around the world.  the thrill of possibility is revolutionary. 

for the first time, a ck fragrance isn’t shared – there is one for him and one for her.  it’s the difference between the two that creates the spark.  both are comprised of distinctive ingredients that complement one another.  even the olfactive blend is instantly seductive, the mid and base notes rise to the top immediately.

ck fragrances have always captured a moment.  right now, its about a new kind of connection in a world that is seduced by technology and sexuality.  the ability to be physically bold, but emotionally guarded defines the technosexual moment.

ck one is about connecting with the group, ck be is about connecting with yourself, and ck IN2U is all about connecting with another person.” 

ck IN2U

spontaneous. sexy. connected.

 
For the women…

the fragrance – for her

spontaneous and seductive

“ck IN2U for her opens with a burst of pink grapefruit fizz and a surge of mouth watering sugar orchid.  lit from within, neon amber rushes throughout.  the base of the scent is flush with seduction, satisfaction, and a lingering afterglow. 

fresh floriental

top:     pink grapefruit fizz, sicilian bergamot, red currant leaves
a carefree burst of sparkling pink grapefruit fizz, splashed over tart red currant leaves and zesty sicilian bergamot.

mid:     sugar orchid, white cactus
a sugar-coated fantasy blooms and mingles with the hypnotic nectar of the
white cactus.

dry:     neon amber, vanilla soufflé, red cedar
warm neon amber floods throughout, finishing with a kiss of luscious vanilla soufflé and smoldering red cedar.

for her

ck IN2U for her eau de toilette                             50ml                $50

ck IN2U for her eau de toilette                             100ml              $75

ck IN2U for her eau de toilette                          150ml              $95

ck IN2U for her skin moisturizer     200ml              $35

ck IN2U for her  body wash          200ml              $30

the fragrance – for him

charismatic and uninhibited

ck IN2U for him penetrates with lime gin fizz and rushes into a combination of cool musks that radiate from top - to bottom.  this delicious journey reaches its climax with a warm vetiver finish.

fresh woody oriental

top:     lime gin fizz, pomelo leaves, frosted tangelo
a surge of lime gin fizz tickles the pomello leaves followed by a burst of freshness from the frosted tangelo.

mid:     cocoa, pimento, shiso leaves
an unexpected combination of exotic scents and sensations - the bitter cocoa bean intertwined with the fiery pimento – is delicious and hot.  fresh shiso leaves add a cool contrast to the mix.

dry:     cool musks, white ceder, ultra-vetiver
from start to finish, the suggestive cool musks linger throughout.  white cedar and earthy vetiver warm you up and leave you wanting more.
           

for him

ck IN2U for him eau de toilette                 50ml                $50

ck IN2U for him eau de toilette                 100ml              $75

ck IN2U for him eau de toilette                  150ml              $95     

ck IN2U for him hair and body wash         200ml              $30     

ck IN2U for him deodorant stick                75ml                $25

the bottles

a new iconic shape;  ck IN2U borrows from the clean and utilitarian spirit of its predecessor ck one, a sleek expression of design in the digital age.  both bottles – for him and for her – communicate form, function and spontaneity.  they are simple, yet surprising. 

soft white plastic encases a base of thick sculpted glass to create a pair of matching cylindrical bottles with tapered necks.  the cut-out details of the logo let the juice shine through, allowing movement and light.  the bases are exposed to reveal a smoky blue grey juice for him and a pale gold for her.  

the packaging

the bold metallic of the outer packaging creates an edgy modern spirit.  the logo runs up the side of the men’s package and down on the women’s.   ying and yang.

graphic. original. revealing.

ck IN2U for him and for her, will be available from 21st May 2007 from MYER, David Jones and selected Coty Authorised stockists. For further details, please call
1800 812 663.