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The positioning is interesting: “This is one of our largest fragrance launch events ever,” noted Walsh "an upscale offering, positioned firmly at the premium end of the Calvin Klein fragrance portfolio". Hence the price difference of +5% versus Euphoria, another Klein fragrance and one which is popular.Kruger attended the Costume Institute Benefit the other night at the Metropolitan Museum of Art in New York City, celebrating the night with Francisco Costa, Calvin Klein Collection’s Women’s Creative Director. Her look for the evening was in line with the Calvin Klein aesthetic of clean lines and understated elegance. Calvin Klein Beauty will debut in autumn 2010 and Diane Kruger will star in the global print and television advertising campaign.
Added 6th May: The juice for Calvin Klein Beauty is described as a new interpretation of the lily, “a sophisticated flower…that is the essence of femininity…radiant and powerful”. The calla lily also plays a key role in the heritage of Calvin Klein fashion, and was most recently channelled by Costa in his autumn/winter 2010-11 Calvin Klein Collection Runway Show. Labbé has combined ambrette seeds, jasmine and cedar wood to create a “neo-lily” fragrance. “It was an emotional brief…and I was inspired by the Calvin Klein woman who is feminine, sophisticated and radiates generosity, charisma and true inner beauty,” she explained. The gold-coloured juice is presented in a curved flacon, set atop a glass base. A metallic silver ring encircles the glass, while the metallic silver cap is said to evoke the sculptural shapes that are fundamental to the Calvin Klein aesthetic. The outer carton is a glossy white, with a silver halo.
[source]
Related reading on Perfume Shrine: Advertising perfume, New Face, Upcoming relases.
Diane Kruger, shot by Jean-Baptiste Mondino, on the cover of T Magazine.
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I'm looking forward to seeing these ads. Thanks for the heads up! I think Diane was previously the face of Lancome's Miracle a few years back and Cacharel's Lou Lou in the 1990s. It will be nice to see her in a new campaign.
ReplyDeleteHi there!
ReplyDeleteI recall the Miracle ones, but not the LouLou ones. (got a link?)
Yes, she's very fetching. I was fond of the jewelry ads she did for Folli-Follie some years back.
Hi!
ReplyDeleteThe only link I could find to the actual ad for LouLou was on Tumblr (she's wearing a dark wig): http://tinyurl.com/2cwz9v8 . She also mentions how Lou Lou was her first campaign as a model in the middle of this article: http://tinyurl.com/23ylpxs . Hope that helps.
Jamie,
ReplyDeleteyou're right! I had seen those ads but hadn't realized till now that it was Kruger!!
Thanks for opening my eyes. :-)