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ck one shock Fragrance Ads Debut

Calvin Klein Fragrances launches a global advertising campaign for ck one shock fragrance.

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By: Jamie Matusow

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Calvin Klein Fragrances, a unit of Coty Prestige, recently unveiled the Fall 2011 advertising campaign for ck one shock in the UK and roll-out around the world began this month. The skin scents for her and him mark the first non-shared fragrances in the ck one portfolio, capturing the individual gender identity that represents youth culture today, according to the company. Consulting creative director Fabien Baron of Baron + Baron conceived the campaign along with CRK, Calvin Klein, Inc.’s in-house advertising agency.

“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.”

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