If you are old enough to remember sitting in your living room, listening to Snoop Dog’s Gin & Juice on the radio and pondering why Lisa Marie Presley and Micheal Jackson would ever get married, while watching OJ Simpson’s white bronco being chased by police on the news, then you probably remember the frenzy over Calvin Klein’s revolutionary fragrance CK One. Back in 1994, CK One was the first fragrance marketed as unisex in the US. It was a huge success, bringing in about 90 million US dollars a year in the nineties and 30 million US dollars a year more than a decade later. Its been such a huge success that it’s still in production.
While CK One crossed the line between men’s and women’s fragrances, Calvin Klein’s newest fragrance, CK Everyone, wants to erase the line completely. According to Simona Cattaneo, Coty Inc’s President of Luxury Brands, ” The values and sentiment of the new generation today changed, and the gender labels and classifications are becoming limitless.” The “new generation” being “authentic and youthful-minded, who are unconstrained by boundaries, gender norms and definitions,” according to one site.
CK Everyone is a citrus fragrance with top notes of organic orange oil with blue tea accord and a cedar wood base. The eco-conscious fragrance is vegan and made up of 80% naturally derived ingredients. The packaging and bottle are also partially made from post-recycled materials and the bottle features a reusable, elastic band, an homage to the brand’s iconic underwear waistband.
The ad campaign features what Calvin Klein calls “Modern multi-hyphenates,” musician and actor Eliot Sumner, model Cara Taylor, skater and photographer Evan Mock, artist and musician MLMA, model Parker Van Noord, and rapper and dancer Priddy the Opp.
CK Everyone officially launches February 13th at the I Love Everyone of Me popup in New York, along with a CK One apparel line of jeans, underwear, and t-shirts, but it can be purchased now Exclusively at Macy’s. This is the perfect gift for him, that’s really for you (hint, hint, wink, wink)! It’s offered in three sizes. You can pick up a bottle in time for Valentine’s Day below.
