# Inaugural Fragrance Relaunches Calvin Klein's CK One Promoted on 1/20 with Free Song By Ayman | Published 2009-01-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ck-one-by-calvin-klein-free-song-download-we-are-one-jamie-burke References: [thebeautybunny](http://thebeautybunny.com/calvin-klein-relauching-ck-one/) & [ckone](http://www.ckone.com) Calvin Klein kicked off a relaunch campaign for the iconic [CK One](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists) fragrance on January 20, the same day Barack Obama officially became the new president of the United States. The new CK One campaign includes print ads by Steven Meisel and a commercial by Francis Lawrence. Featuring a whopping total of 27 models, the new campaign emphasizes on the connection to music with a free download of the song ‘We Are One’ by British artist Jamie Burke, who is also one of the models. In fact, music plays a big part of a [special limited edition version](https://www.trendhunter.com/trends/eau-america) of CK One which comes in a bottle that is emblazoned with the words “We are one” in different languages. The bottle is set into a base with a removable MP3 speaker. See more [music-connected perfume campaigns](https://www.trendhunter.com/trends/radical-essence) below. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 63% | Activity: 93% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Music-connected Fragrance Campaigns:** The use of music in fragrance campaigns creates a unique and immersive experience for consumers, promoting both the scent and the artist. - **Limited Edition Packaging:** Creating special edition packaging with unique features, like a removable MP3 speaker, adds value and exclusivity to the fragrance product. - **Collaborative Advertising:** Partnering with influential artists and photographers, like Steven Meisel and Francis Lawrence, in advertising campaigns helps to create a buzz and attract a wider audience. ### Industries Being Reshaped - **Fragrance:** The fragrance industry can leverage music collaborations, limited edition packaging, and collaborative advertising to create innovative and enticing product experiences. - **Fashion:** Fashion brands can explore the use of music in their campaigns and collaborate with artists and photographers to create captivating and memorable advertising visuals. - **Technology:** The technology industry can explore the integration of speakers or other unique features into products, like removable MP3 speakers, to enhance user experiences and differentiate themselves in the market. ## Related on Trend Hunter - [Easy-Wearing Fragrance Mists](https://www.trendhunter.com/trends/calvin-klein-hair-body-perfume-mists.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Invigorating Upcycled Fragrances](https://www.trendhunter.com/trends/dkny-247.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Nostalgic Fragrance Campaigns](https://www.trendhunter.com/trends/iconic-90s-looks.md) - [Inclusive Fragrance Campaigns](https://www.trendhunter.com/trends/where-will-they-take-you.md) - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md)