Calvin Klein Fragrances Announces the Global Debut of the Advertising Campaign for Calvin Klein Defy a New Men’s Fragrance
July 01 2021 - 8:36AM
Business Wire
Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp.
[NYSE: PVH], and Calvin Klein Fragrances, a division of Coty Inc.
[NYSE: COTY], today revealed the worldwide global advertising
campaign for Calvin Klein Defy, a new men’s fragrance featuring
award-winning actor Richard Madden as the face of this new chapter
within the Calvin Klein fragrance portfolio. The fragrance and
campaign embrace a journey of defiance while exploring authentic
truths and the contrasts within.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210701005525/en/
Calvin Klein Defy (Photo: Business
Wire)
The campaign features Madden in a series of vulnerable,
self-reflecting and authentic moments that culminate into a
courageous leap of faith, a symbolic metaphor for personal defiance
and daring to take risks. The accompanying still visual translates
the powerful essence of the campaign featuring Madden seated on a
rooftop with a rebellious stare in iconic Calvin Klein jeans and a
timeless Calvin Klein white t-shirt. The advertising campaign will
be featured globally and supported by digital, social, print and
TV.
“It’s been an exciting opportunity to partner with Calvin Klein
on this new launch for Calvin Klein Fragrances,” said Madden.
“Making the Calvin Klein Defy campaign was an amazing experience;
I’m excited about this partnership and our work together.”
The Calvin Klein Defy fragrance features a daring contrast of
invigorating freshness and powerful woods. Crafted by Anne Flipo,
Master Perfumer, and Senior Perfumers Pascal Gaurin and Loc Dong of
IFF, the fragrance defies expectations and evokes the ethos of the
campaign opening with an addictive blend of citrus highlighted by
crisp Bergamot and fresh Lavender Absolute. The heart of the
fragrance and star ingredient, Vetiver Oil, is responsibly sourced
from Haiti, and provides a vibrant earthiness and irresistible
rugged texture that compliments a rich and alluring base of Amber
notes.
The masculine and woody fresh scent is captured in a modern and
minimalist glass bottle carved with curved rounded edges and sharp
linear lines, representing the duality of vulnerability and courage
on the path to defiance. The cap and carton pay homage to Calvin
Klein jeans with a matte textured blue denim inspired embossed
finish and striking silver branding.
Joanne Bletz, Senior Vice President Global for Calvin Klein
Fragrances at Coty said, “We are hugely excited by the launch of
Calvin Klein Defy. The creation of this new men’s fragrance,
starring the award-winning actor Richard Madden, marks the next
chapter in our partnership with the iconic fashion house. The
fragrance and campaign embrace the spirit of pushing boundaries as
personified through our Dare to Defy concept and celebrates the
courageous leap of faith it takes to follow your convictions while
acknowledging the vulnerability and courage to defy expectations.
We are confident that Calvin Klein Defy, which encapsulates a
renewed take on masculinity, self-reflection and defiance, will
resonate with modern men across the world, driving further global
demand for Calvin Klein fragrances.”
To celebrate the launch of Calvin Klein Defy, a branded
tournament will take place on Twitch where consumers will have the
opportunity to defiantly battle against top streamers for a chance
to win prizes followed by a virtual afterparty.
Calvin Klein Defy is available starting today in select
countries and will be available globally on a rolling basis.
About Richard Madden:
Golden Globe winner and Scottish actor Richard Madden is fast
becoming one of Hollywood's most in-demand actors. Upcoming, Madden
will be seen in Chloe Zhao’s Eternals in which he portrays the
character ‘Ikaris’ opposite Angelina Jolie, Salma Hayek, Kumail
Nanjiani, and Gemma Chan. The superhero film based on the Marvel
Comics of the same name follows the saga of the Eternals, a race of
immortal beings who lived on Earth and shaped its history and
civilizations. The film is slated for release by Disney on November
5, 2021. Additionally, he is currently in production on the Russo
Brothers’ CITADEL alongside Priyanka Chopra Jonas. The upcoming
global thriller multi-series for Amazon Studios will feature
interconnected, local-language versions of the story in several
other countries.
About Calvin Klein, Inc.
Calvin Klein is a fashion lifestyle brand with bold, progressive
ideals and a sensual aesthetic that is recognized worldwide. Our
modern and minimalist approach to design, provocative imagery and
authentic connection to culture has resonated with customers for
over 50 years.
Founded in 1968 by Calvin Klein and his business partner Barry
Schwartz, we have built our reputation as a leader in American
fashion through the distinct Calvin Klein brand lines and a
licensed range of products. We were acquired by PVH Corp. in 2003.
For more information, please visit www.calvinklein.com.
About COTY Inc.
Coty is one of the world’s largest beauty companies with an
iconic portfolio of brands across fragrance, color cosmetics, and
skin and body care. Coty is the global leader in fragrance, and
number three in color cosmetics. Coty’s products are sold in over
150 countries around the world. Coty and its brands are committed
to a range of social causes as well as seeking to minimize its
impact on the environment. For additional information about Coty
Inc., please visit www.coty.com.
ADVERTISING CREDITS: Creative Agency: The Style Council
Still life photographer: Thomas Legrand
EDITORIAL CREDIT: Calvin Klein Defy
TVC: https://youtu.be/cPX33PuC9UA
SOCIAL MEDIA: #ckdefy
BRAND HANDLE: @calvinklein
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210701005525/en/
Calvin Klein, Inc. Erin Leary, Director Corporate
Communications, Calvin Klein, erinleary@ck.com
Coty, Inc. Ariel Dunne, Senior Director, Influencer
Marketing, ariel_dunne@cotyinc.com Jason Noda, Senior Manager,
Influencer Marketing, jason_noda@cotyinc.com
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