Calvin Klein is launching a new fragrance campaign with Gen Z in mind. The brand is rebooting their Euphoria line of scents with singer/songwriter Rosalía as brand ambassador. (Though can we say we’re surprised that they didn’t do this back when HBO’s Euphoria became a massive hit, with some of those young stars as the faces of the campaign?) But while the Euphoria fragrances were focused on “sexy” imagery in the early 2000s, confidence and femininity will be the new message. Calvin Klein Fragrances’ survey of Gen Z consumers showed that the brand needed to be updated to resonate with young consumers today, who “don’t want to be [restricted] by one scent.” Other research shows that Gen Z is also more likely to buy fragrances than other groups, and to purchase it for themselves multiple times a year. After a revenue decline and two years of planning and research, Calvin Klein Fragrance parent brand Coty is betting on Gen Z and fragrance for a bounce back. (Vogue)
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