Launching a scent in a fragrance-free world
By Adam Reuters
Calvin Klein’s ck IN2U is “the first global fragrance brand to launch in the virtual world of Second Life,” according to a press release that landed in the Reuters virtual in-box this morning.
ck IN2U is targeting text-message and IM-loving “technosexuals,” with marketing materials like: “She likes how he blogs, her texts turn him on. It’s intense.”
“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,” the New York Times reported earlier this month, adding that such targeting of cynical 20-somethings “may turn off its intended audience by the tens of thousands.”
And there’s that word, “technosexual”. Nice turn of phrase, right? Maybe something you should use more often? Not so fast, buddy…
“ck IN2U speaks the language of a generation connected by technology - the aptly named technosexuals, a term that Calvin Klein has trademarked,” Lori Singer, VP of Global Marketing, Calvin Klein Fragrances, said in the press release.
