Calvin Klein Euphoria, the sexy fragrance of the noughties, is getting a reboot.
The CK brand is revamping its Euphoria fragrance range with brand ambassador Rosalía, who has previously starred in Calvin Klein underwear campaigns and is now joining the beauty division as the face of its three new Euphoria fragrances: Solar, Magnetic, and Bold — each slated for release in March.
Coty, licensee of Calvin Klein beauty, is continuing to bet on fragrances and Gen Z. In its Q2 earnings, Coty revealed that the group’s net revenues declined 3% to $1.68 billion. By targeting Gen Z consumers and the fragrance category, the beauty group is aiming for a business rebound.
The fragrance market may have normalized following a period of explosive sales, but Coty has seen strong momentum from fragrances, including Boss Boss’s Bottled Beyond and Cosmic from Kylie Cosmetics. Markus Strobel, executive chair and interim CEO, said the group has “best-in-class fragrance capabilities”, priming it for further growth. The Euphoria relaunch, which is based on market research with Gen Z consumers, has been two years in the making.
Javier Zotes-Ciancas, global SVP at Calvin Klein Fragrances, told Vogue Business exclusively that Euphoria is the completion of the brand’s three pillars — the other two being the Eternity and CK One Essence fragrances, both relaunched in 2024.
Synergy between fashion and beauty
Euphoria’s visual language is also changing, to better align with Calvin Klein’s underwear and jeans lines, the brand says. But some components of the perfume’s formula — such as its orchid notes and the curved, orchid-inspired bottle — will remain the same, says Zotes-Ciancas.
Collectively, the new fragrances embody femininity and confidence, washing off the fragrance’s sexier past branding, which was a reflection of the scent market 10 years ago. Past campaigns have included Natalia Vodianova and Margot Robbie in the company of topless, chiselled men.
