Business Wire

Calvin Klein Fragrances Announces the Global Debut of the Advertising Campaign for Calvin Klein Defy a New Men’s Fragrance

Share

Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH], and Calvin Klein Fragrances, a division of Coty Inc. [NYSE: COTY], today revealed the worldwide global advertising campaign for Calvin Klein Defy, a new men’s fragrance featuring award-winning actor Richard Madden as the face of this new chapter within the Calvin Klein fragrance portfolio. The fragrance and campaign embrace a journey of defiance while exploring authentic truths and the contrasts within.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210701005525/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

Calvin Klein Defy (Photo: Business Wire)

The campaign features Madden in a series of vulnerable, self-reflecting and authentic moments that culminate into a courageous leap of faith, a symbolic metaphor for personal defiance and daring to take risks. The accompanying still visual translates the powerful essence of the campaign featuring Madden seated on a rooftop with a rebellious stare in iconic Calvin Klein jeans and a timeless Calvin Klein white t-shirt. The advertising campaign will be featured globally and supported by digital, social, print and TV.

“It’s been an exciting opportunity to partner with Calvin Klein on this new launch for Calvin Klein Fragrances,” said Madden. “Making the Calvin Klein Defy campaign was an amazing experience; I’m excited about this partnership and our work together.”

The Calvin Klein Defy fragrance features a daring contrast of invigorating freshness and powerful woods. Crafted by Anne Flipo, Master Perfumer, and Senior Perfumers Pascal Gaurin and Loc Dong of IFF, the fragrance defies expectations and evokes the ethos of the campaign opening with an addictive blend of citrus highlighted by crisp Bergamot and fresh Lavender Absolute. The heart of the fragrance and star ingredient, Vetiver Oil, is responsibly sourced from Haiti, and provides a vibrant earthiness and irresistible rugged texture that compliments a rich and alluring base of Amber notes.

The masculine and woody fresh scent is captured in a modern and minimalist glass bottle carved with curved rounded edges and sharp linear lines, representing the duality of vulnerability and courage on the path to defiance. The cap and carton pay homage to Calvin Klein jeans with a matte textured blue denim inspired embossed finish and striking silver branding.

Joanne Bletz, Senior Vice President Global for Calvin Klein Fragrances at Coty said, “We are hugely excited by the launch of Calvin Klein Defy. The creation of this new men’s fragrance, starring the award-winning actor Richard Madden, marks the next chapter in our partnership with the iconic fashion house. The fragrance and campaign embrace the spirit of pushing boundaries as personified through our Dare to Defy concept and celebrates the courageous leap of faith it takes to follow your convictions while acknowledging the vulnerability and courage to defy expectations. We are confident that Calvin Klein Defy, which encapsulates a renewed take on masculinity, self-reflection and defiance, will resonate with modern men across the world, driving further global demand for Calvin Klein fragrances.”

To celebrate the launch of Calvin Klein Defy, a branded tournament will take place on Twitch where consumers will have the opportunity to defiantly battle against top streamers for a chance to win prizes followed by a virtual afterparty.

Calvin Klein Defy is available starting today in select countries and will be available globally on a rolling basis.

About Richard Madden:

Golden Globe winner and Scottish actor Richard Madden is fast becoming one of Hollywood's most in-demand actors. Upcoming, Madden will be seen in Chloe Zhao’s Eternals in which he portrays the character ‘Ikaris’ opposite Angelina Jolie, Salma Hayek, Kumail Nanjiani, and Gemma Chan. The superhero film based on the Marvel Comics of the same name follows the saga of the Eternals, a race of immortal beings who lived on Earth and shaped its history and civilizations. The film is slated for release by Disney on November 5, 2021. Additionally, he is currently in production on the Russo Brothers’ CITADEL alongside Priyanka Chopra Jonas. The upcoming global thriller multi-series for Amazon Studios will feature interconnected, local-language versions of the story in several other countries.

About Calvin Klein, Inc.

Calvin Klein is a fashion lifestyle brand with bold, progressive ideals and a sensual aesthetic that is recognized worldwide. Our modern and minimalist approach to design, provocative imagery and authentic connection to culture has resonated with customers for over 50 years.

Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, we have built our reputation as a leader in American fashion through the distinct Calvin Klein brand lines and a licensed range of products. We were acquired by PVH Corp. in 2003. For more information, please visit www.calvinklein.com.

About COTY Inc.

Coty is one of the world’s largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, and skin and body care. Coty is the global leader in fragrance, and number three in color cosmetics. Coty’s products are sold in over 150 countries around the world. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com.

ADVERTISING CREDITS:
Creative Agency: The Style Council
Still life photographer: Thomas Legrand

EDITORIAL CREDIT: Calvin Klein Defy

TVC:https://youtu.be/cPX33PuC9UA

SOCIAL MEDIA: #ckdefy

BRAND HANDLE: @calvinklein

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Calvin Klein, Inc.
Erin Leary, Director Corporate Communications, Calvin Klein, erinleary@ck.com

Coty, Inc.
Ariel Dunne, Senior Director, Influencer Marketing, ariel_dunne@cotyinc.com
Jason Noda, Senior Manager, Influencer Marketing, jason_noda@cotyinc.com

About Business Wire

Business Wire
Business Wire



Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

IC Markets Records Highest Ever Monthly Trading Volume of USD 1.016 Trillion in November7.12.2021 02:29:00 CET | Press release

IC Markets has recorded its highest ever monthly trading volume, following a surge in trading volume across all asset classes in November. According to IC Markets the record month is a result of its product diversification, growth into new markets, an increased client retention rate and optimum trading conditions which led to clients taking advantage of high volatility in the markets. The results follow last year’s unprecedented growth across the global retail trading industry, with IC Markets reporting $9.32 trillion in trading volume for the year. The trading volumes for November eclipsed the previous high of $1 trillion achieved in March this year. IC Markets CEO Andrew Budzinski commented, “We are delighted to be bringing more traders across a growing number of markets a greater choice of trading instruments so they can diversify their portfolio whilst taking advantage of the optimum trading conditions.” “Our traders are staying with us to take advantage of the highly competitive s

Conviva Teams With Experian to Expand Audience Measurement Capabilities for Streaming Publishers7.12.2021 00:00:00 CET | Press release

Conviva, the continuous measurement platform for streaming media, has teamed with Experian, the leading global information services company, to provide streaming publishers and their ecosystem partners with the industry’s most advanced audience segmentation data, a key step towards solving the streaming industry’s global measurement challenge. The combination of Conviva’s first-party, census-level streaming data and Experian’s unparalleled demographic data empowers publishers to easily provide advertisers with the most detailed and accurate audience insights available, including audience content preferences, viewer behavior patterns, ad exposures and more. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211206005840/en/ Experian + Conviva (Graphic: Business Wire) The solution is bolstered by the integration of Experian marketing data into Conviva’s newly expanded streaming audience measurement platform, which includes Stream

CSC Reaches Conditional Agreement to Acquire Intertrust N.V.6.12.2021 15:45:00 CET | Press release

CSC, the world’s leading provider of business, legal, tax, and digital brand services, announces a conditional agreement has been reached on a recommended public offer for all issued and outstanding ordinary shares of Intertrust. The combination of CSC and Intertrust creates a clear and differentiated leader for clients on an international scale, built on the combined strengths of each other’s global teams with complementary geographic and service offerings. Founded in 1899, with headquarters in Wilmington, Delaware, USA, and with 3,000 employees in 13 countries across the globe, CSC is the trusted partner for more than 180,000 corporate clients—including 90% of the Fortune 500®—as well as nearly 10,000 law firms and more than 3,000 financial institutions. CSC’s success is built on its ability to provide its clients with best-in-class solutions to efficiently manage and enable key business processes. Since 2002, CSC has made more than 25 strategic acquisitions, building a solid reputat

Wipro and Celonis Launch Supply Chain Command Center Solution6.12.2021 14:24:00 CET | Press release

Wipro Limited (NYSE: WIT, BSE: 507685, NSE: WIPRO), a leading global information technology, consulting and business process services company, and Celonis, the global leader in execution management, today announced the launch of the Supply Chain Command Center to help organizations drive supply-chain transformation. The solution enables companies to automatically identify and fix process bottlenecks and inefficiencies, gain powerful business insights, open new growth opportunities, manage risks and maintain business continuity even in disruptive times. It improves the supply-chain efficiency by working across the four stages - planning, sourcing, developing and delivering. The Supply Chain Command Center combines a range of business-critical capabilities, from process KPI benchmarks to process optimization in transformation programs. Enterprises can leverage ready-to-use models for process maturity level assessment, custom code analysis, and automation opportunities. The solution is of

Local Loyal, Spice Seeking, Mindful Mixologists - These Are the Spirits Consumers of 2022, According to the Annual Bacardi Cocktail Trends Report6.12.2021 13:00:00 CET | Press release

Bacardi Limited, theworld's largest privately-held spirits company, releases its third annual Bacardi Cocktail Trends Report, looking ahead at the key trends impacting the business of cocktails in 2022. The report is created in collaboration withThe Future Laboratory (TFL) and draws from Bacardi-led and external research to unveil the undercurrents transforming everything from drinks desired, flavor expectations, and imbibing occasions through to ethical action and ways of creating cocktails. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211206005158/en/ The third annual Bacardi Cocktail Trends Report spotlights the macro-trends defining how, what, where, and why consumers are sipping spirits in 2022. (Graphic: Business Wire) “As 2022 brings new perspective, people are coming together with a strong desire to ‘Make Moments Matter’. At Bacardi, we are driven by this purpose – with a family of premium spirit brands that are un

Galderma Announces New Data Demonstrating the Positive Anti-inflammatory Effect and Mode of Action of Nemolizumab in Patients With Moderate to Severe Prurigo Nodularis6.12.2021 10:00:00 CET | Press release

Galderma today announced that the Journal of Allergy and Clinical Immunology has published gene expression data that demonstrate the positive anti-inflammatory effect and mode of action of nemolizumab in patients with moderate to severe Prurigo Nodularis (PN), confirming the potential of nemolizumab as a major player in the treatment of PN, effectively reducing both pruritus and severity of skin lesions in PN patients. “Transcriptome data is an important step in validating the therapeutic effect of nemolizumab through a deeper understanding of the mode of action at a cellular level. With these data, we are advancing dermatology and contributing to improving our understanding of PN. These data emphasize that nemolizumab may have a key role to play for patients with moderate to severe PN. This will be confirmed by our ongoing nemolizumab Phase 3 studies in PN.” Dr. Baldo Scassellati Sforzolini Global Head of R&D, GALDERMA PN is a rare, potentially debilitating, chronic skin condition wit

iProov and Eurostar Launch Trial to Provide Contactless Travel at London St Pancras International6.12.2021 08:00:00 CET | Press release

iProov, the world leader in biometric face authentication technology, and Eurostar, the high-speed passenger rail service linking the UK with mainland Europe, have announced that their trial of a contactless fast-track service, SmartCheck, is now live. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211205005029/en/ iProov and Eurostar announce contactless travel trial is live at London St Pancras International (Photo: Business Wire) SmartCheck enables passengers to complete secure ticket verification and UK exit check on their mobile devices prior to travel. As part of the trial, Business Premier and Carte Blanche ticket holders will be able to scan their identity documentation using their iPhones before arriving at the station, completing a brief biometric face scan to verify that they are the genuine holder of the identity document. The biometric face verification, which uses iProov’s Genuine Presence Assurance technology,

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom