This week, Calvin Klein begins its advertising campaign for its new fragrance, Deep Euphoria. The fragrance is expected to be a fresher, more intense version of the original Euphoria fragrance, which launched in 2005.
Two other versions of the fragrance, Forbidden Euphoria and Endless Euphoria, have been launched since then, but both of those versions were only created as one-offs. Deep Euphoria, on the other hand, is expected to become the next fragrance pillar in Calvin Klein’s line, standing alongside the original Euphoria as well as Obsession, Eternity, and CK One.
The new fragrance is expected to make up to $70 million in retail sales during its first year. It will retail in the US in September for $52 to $92, in a set including a $30 body wash, a $46 lotion and a $24 rollerball.
While the new scent is in keeping with the original’s idea of an “elevated, sophisticated” woman, Deep Euphoria is adding to that woman’s story by also making her empowered and younger.
To fit this ideal, Calvin Klein chose actress Margot Robbie who “embodies a young generation of empowered, independent women. She’s very Calvin Klein. She’s very sensual but at the same time, she’s sophisticated,” according to Vincent Brun, the senior vice president of global marketing of Calvin Klein Fragrances, in an interview with WWD.
Robbie, who stars in The Legend of Tarzan as Jane, stated that “Calvin Klein has always felt so effortless. Effortlessly cool, effortlessly sexy, effortlessly sophisticated. Never trying too hard. I think that’s what I love about it so much.”
The fragrance does indeed seem targeted for a younger audience, with top notes of cascalone, mandarin leaves and white pepper, mid notes of black magic rose and a base of patchouli and musk. The citrusy chypre floral is meant to be a “fresher” fragrance than the original Euphoria.
To target this younger audience, the advertising campaign is focusing more on digital media. The commercial for Deep Euphoria will air in August in the UK and September in the US on television, but is planned to be released on calvinklein.com and social media channels this week.
The global creative is the concept of “the morning after, where she wakes up to the morning light of her hotel room as the previous evening suddenly begins to reveal itself,” as Melisa Goldie, the chief marketing officer at Calvin Klein stated. Goldie added that the woman the campaign is focused around is an adventurous and youthful downtown girl.
Three vignettes, one each at 10, 20, and 30 seconds, will be released exclusively online and are connected to the story of the global creative. This digital content will launch in the UK in August and September in the US.