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Calvin Klein fragrances.

* Calvin Klein Fragrances, a unit of Coty Prestige, has unveiled its worldwide Fall 2011 advertising campaign for CK One Shock, the first non-shared fragrances in the CK One portfolio. 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.

"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."

The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc/s in-house advertising agency.

A digital initiative for CK One Shock will also be launched and integrated within, the global hub for the CK One lifestyle campaign. The multi-prong CK One Shock campaign also features user generated content, mobile applications and a strong global social media component.
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Title Annotation:Marketing News
Publication:Household & Personal Products Industry
Date:Sep 1, 2011
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