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New Ck2 Unisex Fragrance in an Upside Down Bottle

Coty - and Calvin Klein - launch the unisex fragrance Ck2, decades after the original.

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By: Marie Redding

Senior Editor, Rodman Media

Unisex – or the new term, gender-neutral – fragrances are trending, and Coty is getting ready to launch the new Ck2 in February 2016. And it’s decades after the original unisex scent broke gender barriers – CK One.

It’s sure to be a hit among Millennials. Coty describes the new scent’s youthful product as “one gender-free fragrance for a man or a woman, without prejudices, to unite and create an experience that can be shared together in love, lust and friendship.”

Mother New York created the ad campaign, filmed by Ryan McGinley in Puerto Rico. It tells four stories that Coty says “play out the free spirited, raw and passionate narratives of today’s youth.” The brand will promote the hashtag, #the2ofus.

The minimalist bottle is designed with a thick, clear glass cylinder base that allows the bottle to be viewed upside down or right side up.

Claire Fermont, senior marketing director, global fragrance innovation, Calvin Klein Fragrances, told WWD: “The minimalist design continues on the outside packaging, which is a drawing of the bottle inside.”

See more current unisex fragrances here in this slideshow.

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