Calvin Klein is launching a new women’s fragrance in July 2013.
“Downtown is aimed at a consumer sweet spot age of 25 to 35,…This group of consumers lives by its own rules, …“We’ve put together a superaspirational scent. Globally, consumers see downtown as a place they want to be. They identify it with youthfulness, edginess and cool.”
The woman who wears the fragrance is said to live in her own world, to be an anti-conformist who is “not doing the expected”.
Downtown by Calvin Klein is a Floral Woody Musk fragrance for women. The nose behind this fragrance is Ann Gottlieb. Top notes are italian lemon, bergamot, tunisian neroli, pear and plum; middle notes are pink pepper, gardenia and violet leaf; base notes are texas cedar, incense, vetiver and musk.
Calvin Klein has cast Rooney Mara as the face of its Downtown scent, which hit counters globally in September.
“I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances,” Mara told WWD of her new role, which includes TV spots directed by David Fincher and print ads shot by Jean-Baptiste Mondino . “It’s an honour to be part of a brand with such a legacy of breakthrough advertising.”
“The effortless and timeless appeal of the Calvin Klein Collection and the Downtown scent made this a natural partnership.”
The fragrance will be available as 30,50 and 80 ml Eau de Parfum.