Calvin Klein Fragrances, a division of Coty Inc., has revealed its worldwide global advertising campaign for Calvin Klein Defy, a new men’s fragrance featuring actor Richard Madden as the face.
Crafted by Anne Flipo, master perfumer, and senior perfumers Pascal Gaurin and Loc Dong of IFF, the fragrance has a masculine and woody fresh scent. It features notes of citrus, bergamot, lavender absolute, vetiver oil responsibly sourced from Haiti and amber.
Calvin Klein Defy comes in minimalist glass bottle carved with curved rounded edges and linear lines. The cap and carton pay homage to Calvin Klein jeans with a matte textured blue denim-inspired embossed finish and silver branding.
The advertising campaign with Madden will be featured globally and supported by digital, social, print and TV.
Joanne Bletz, senior vice president global for Calvin Klein Fragrances at Coty, said, “We are hugely excited by the launch of Calvin Klein Defy. The creation of this new men’s fragrance, starring the award-winning actor Richard Madden, marks the next chapter in our partnership with the iconic fashion house. The fragrance and campaign embrace the spirit of pushing boundaries as personified through our Dare to Defy concept and celebrates the courageous leap of faith it takes to follow your convictions while acknowledging the vulnerability and courage to defy expectations. We are confident that Calvin Klein Defy, which encapsulates a renewed take on masculinity, self-reflection and defiance, will resonate with modern men across the world, driving further global demand for Calvin Klein fragrances.”
Madden said, “It’s been an exciting opportunity to partner with Calvin Klein on this new launch for Calvin Klein Fragrances. Making the Calvin Klein Defy campaign was an amazing experience; I’m excited about this partnership and our work together.”