SINGAPORE. PVH Corp-owned Calvin Klein and Coty-owned Calvin Klein fragrances have unveiled the new ‘CK One’ apparel collection and ‘CK Everyone’ sustainable fragrance in an unprecedented joint launch.
The twin unveiling took the shape of a global exclusive travel retail pop-up at Singapore Changi Airport in partnership with The Shilla Duty Free on 19 February. It will run until 18 March.
“As the demand for clean beauty continues to grow, the eco-responsible CK Everyone fragrance and unique retail concept will appeal to travellers who are increasingly more socially-conscious” — Changi Airport Group Airside Concessions Group Senior Vice President Teo Chew Hoon
The cross-category pop-up at Changi celebrates the new sustainable CK Everyone fragrance alongside the brand’s new CK One underwear range. It can be found in the Terminal 3 Departures Transit Hall.
The pop-up features several phygital elements that tell the story of Calvin Klein’s ‘I love everyone of me’ global advertising campaign. The campaign celebrates individuality and invites customers to look inwards and explore the many aspects of self.
Some of the highlights include a life-sized CK Everyone fragrance bottle, a kaleidoscopic photo booth, and a band-tossing game which gives customers the chance to win a travel-sized fragrance. The experience is completed with personalised engraving and gift-wrapping services, as well as exclusive gifts with purchase.
In addition, the pop-up also showcases the sustainable message of the new environmentally conscious CK Everyone fragrance.
“In partnership with Calvin Klein and The Shilla Duty Free Singapore, we are pleased to launch Changi Airport’s first-ever pop-up, merging beauty and fashion in a single space,” said Changi Airport Group Airside Concessions Group Senior Vice President Teo Chew Hoon. “As the demand for clean beauty continues to grow, the eco-responsible CK Everyone fragrance and unique retail concept will appeal to travellers who are increasingly more socially-conscious.”
The Shilla Duty Free Singapore Managing Director Jeff Lee commented, “Here at The Shilla Duty Free Singapore, we take pride in curating not only an ever-growing collection of fragrances, but also in experiences that elevate the customer journey.”
Lee added, “With the strong partnership with Calvin Klein and Changi Airport Group, we are very proud to provide not only an exceptional range of products, but a unique and holistic retail experience. We are excited for customers to discover the latest innovations of the CK Everyone fragrance and CK One underwear collection.”
“We are thrilled to be debuting the newest chapter in the CK One story at the coveted retail space at Changi Airport and The Shilla Duty Free Singapore,” said PVH Asia Pacific Regional President Tom Chu. “The CK Everyone fragrance and CK One underwear are an exciting moment for Calvin Klein, as we extend this iconic brand beyond fragrance and into fashion for new generation.
“We are confident that travellers from all over the world will enjoy the unique and immersive experience while shopping the latest from the brand.”
CK Everyone is a citrus ‘gender-neutral’ fragrance that was created by Master Perfumer Alberto Morillas. It offers organic orange oil top notes and blue tea accord heart notes with dry cedarwood base notes. The new unisex fragrance is vegan-friendly and made with 79% naturally-derived ingredients.
Reinforcing its clean, environmentally-conscious messaging, the CK Everyone fragrance bottle and packaging are both fully recyclable and were created with recycled materials. It comes in a transparent glass bottle made with 10% post-consumer recycled materials, while the packaging is made with 30% post-consumer recycled materials. The bottle’s minimal design features the brand’s logo printed with soy-based ink, accented with a removable pump and elastic.
The CK One underwear collection offers bold and accessible tops, bottoms, and loungewear for men and women. The range comes in dynamic prints and bold colour palettes perfect for youth-minded customers.
The campaign has been described as a ‘celebration of individuality’ and showcases both the CK Everyone fragrance and CK One apparel. It stars a group of creative multi-hyphenates comprised of British musician Eliot Sumner, American model Cara Taylor, American skateboarder/photographer Evan Mock, South Korean artist MLMA, Dutch model Parker Van Noord, and rapper Priddy the Opp.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Calvin Klein’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
