10 years ago, the CK label was more popular than grunge - Suffering from brand fatigue and short on ideas, the good people at Calvin Klein are bringing us a new fragance based on the smell of Myspace.

CKIN2U (number plate speak for Calvin-Klein-In-to-you) is a new perfume with is reportedly targetted at the "hip" Myspace Gen Y crowd. The whole thing is completely lame - the product launch has even been backed with a social networking gimic with the tagline of "register now, connect later". groan.

"We have envisioned this as the first fragrance for the technosexual generation," CK president Tom Murray told the NY Times.

So what does it smell like? A lizard rag? A keyboard? arse sweat? I'm actually not to sure because it's not released until March 28. CKIN2U is, however, meant to capture the essence of 'connection without commitment'.... and we all know what that smells like don't we?

TrackBack URI for this entry