Manufacturing Industry
Young men set to crave Calvin Klein's sexy scent. (Product News).(new male fragrance called CRAVE)(Brief Article)
Cosmetics International, July, 2002
Thoroughly based on boys toys, Calvin Klein has created a new male fragrance called CRAVE Calvin Klein.
Designed for what the company calls a new audience of 15-24 year olds, CRAVE is described as a fresh, clean and sexy scent.
The packaging is also inspired by boys and particularly the modern-day gadgets they so favour, such as mobile phones and beepers. The CRAVE bottle is housed in sleek, mobile and ergonomic casing with a side-trigger delivery system.
The CRAVE guy, according to Calvin Klein, is an influencer and an avid consumer of all media, music and technology The company says that he has never known a world without MTV, the internet or the mobile phone and he expects authenticity, innovation and a certain amount of risk taking....
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