Calvin Klein is targeting the young blogging and text messaging crowd with a new fragrance called CK in2u and a new social network called What Are You IN2?. The CK in2u bottle, designed by Stephen Burks and looks like Sake bottle The name is written in the shorthand of an instant message, a casual invitation to sex so immediate as to imply there was no time to spell it out: “in to you.â€
Implications - The creative re-branding from Calvin Klein anticipates the same success as CK "One" for the new generation of social media obsessed youth, who are termed "technosexuals." 'In2u' plays on common text message slang and Internet speak with its name, and hopes to excite the attention of those who live their lives in front of the computer.
Calvin Klein Targets Technosexuals with Blogger Inspired Fragrance IN2U
Calvin Klein Targets Technosexuals With Blogger Inspired Fragrance IN2U
Trend Themes
1. Social Media Fragrances - The trend of targeting young people through social networks and instant messaging with fragrances presents an opportunity to create scents that appeal to different online personas.
2. Technosexuality Marketing - The trend of targeting technosexuals with fragrances and other products through marketing strategies that play into internet language and virtual living presents an opportunity for brands to tap into this emerging consumer group.
3. Interactive Scent Experiences - The trend of creating social networks and digital apps to connect fragrance enthusiasts with each other and create interactive scent experiences presents an opportunity to develop new technologies and provide consumers with unique and memorable experiences.
Industry Implications
1. Fragrance Industry - The fragrance industry can leverage social media and virtual communication to target new consumer groups, create personalized scents, and offer interactive and immersive experiences.
2. Beauty Industry - The beauty industry can embrace technosexuality as a new marketing strategy to attract young and internet-savvy consumers interested in creating and sharing their own fragrance and beauty combinations.
3. Virtual Networking Industry - The virtual networking industry can create new platforms and tools for fragrance enthusiasts to connect, share their experiences, and explore unique and personalized scents.