The Emperors New Fragrance

Calvin Klein’s new fragrance – that is if a fragrance can be called a fragrance when it is odourless – is called CK IN2U.  And it was launched in cyber space.  Confused?  Believe me, you’re not the only one.

Virtual launch
The virtual launch happened in Second Life.  Visitors to the site (www.secondlife.com) could pick up the virtual bottles of ‘fragrance’ and connect to others online by spraying themselves with IN2U bubbles and start a dialogue.  Surreal?  Yes!  But its all part of Selfridges’ 3-month dedication to all things Surrealist.  So why not take a surreal step and sell perfume without a scent in  bottles?  This odourless fragrance is being sold in a limited edition of 1,000 at £40 a bottle!  I wonder what surrealist artist Salvador Dali would have said to this newest choice in perfumes; he did launch several fragrances himself – with a smell, mind you. 

Technosexuals
This fragrance IN2U – short for “in to you” is targeted at the younger generation called the “Technosexuals” – a term trademarked by Calvin Klein.  Klein’s vice-president of global marketing explains that the technosexuals are “the first generation to be defined more by their means of communication than by fashion or music.”  That is why the CK IN2U cylindrical bottles are made in white plastic and glass so it is recognizable for the iPod generation.  The name In2U is written in sms-language, a quick message with a casual invitation to sex. 

Emporers New Clothes
A typical line from the press materials for CK in2u goes like this: "She likes how he blogs, her texts turn him on. It's intense. For right now." 

Some predict that Calvin Klein’s marketing push is going too far and may end up turning off the same group that they are targeting.  By marketing down to the so-called technosexuals using their vernacular, sms-language, and types of personal technology, iPod, they risk a backlash.   When the company launched their unisex perfume CK One a generation ago together with Nirvana’s “Nevermind” CD in music shops, they hit the bull’s eye.  This time Calvin Klein and the like seem to be a real case of “Emporers New Clothes” – with Selfridges of London and other shops lost in a mist of selling this non-fragrance being the court attendants!

Related information
Social network, www.whatareyouin2.com