Introduction of CK One shock marks first non-shared fragrances in CK One portfolio

Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH] announced that Calvin Klein Fragrances, a unit of Coty Prestige, today unveiled the worldwide Fall 2011 advertising campaign for ck one shock. The addictive skin scents for her and him mark the first non-shared fragrances in the ck one portfolio, capturing the individual gender identity that represents youth culture today.

The ck one shock campaign continues the visual momentum of the ck one lifestyle campaign – which debuted worldwide in February 2011 – and evolves the fragrance franchise’s rebellious edge and introduced the brand’s complementary additions of jeanswear, underwear, and swimwear. That campaign portrayed the authenticity and individuality that empowers the millennial generation, focused on expressions of masculinity and femininity. The ck one shock campaign will debut this week in the UK and roll-out around the world beginning in August 2011.

“ck one has maintained its status as an iconic global brand, and the original shared fragrance, since it first launched in 1994,” said Catherine Walsh, Senior Vice President of American Fragrances, Coty Prestige. “With the introduction of ck one shock we address the need of today’s consumer to define their individuality while maintaining the core equities of the ck one franchise — authenticity and accessibility. ck one shock is for the times when you simply do not want to share”

Said Tom Murry, President & CEO, Calvin Klein, Inc., ”The introduction of the new dual gender ck one shock fragrance provides a compelling and impactful new chapter for the iconic ck one franchise.”

The dynamic creative in both the print and television spots exerts a sexual, voyeuristic energy set in the theme of a nighttime dance party.

The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’s in-house advertising agency. The campaign was filmed during a one day shoot in New York City by renowned fashion photographer Steven Meisel, who also directed both the original campaign for the launch of the ck one fragrance in 1994 and the new ck one lifestyle campaign this year.