It's times like this when I regret ever buying CK One duty-free 10 years ago, because as if the cheap stench isn't enough to shame me, Calvin Klein has decided to release a new 'generation-defining' fragrance, CK in2U. Yep, Calvin Klein has obviously spent millions in market-research, working on their txt spk skillzorz, just to impress us tech-savvy individuals, or 'technosexuals', a term which they actually trademarked last year.
The ad for the new perfumes will star Kevin Zegers, from the film Transamerica, plus the usual twiglet of a model, Freja Beha Erichsen, and will feature a voice-over murmering the insulting words “she likes how he blogs, her texts turn him on. It’s intense. For right now." You'd think that their target audience, mainly you and I, would cotton on quickly to Calvin Klein's blatant down-marketing, but apparently the company has had to delay the launch in order to meet demand. Or is this a press release claim that's about as honest as Sony's claims about the PS3 'demand'?
Who are these non-self-respecting people who demand a fragrance to wear while battling it out on World of Warcraft, or while blogging about the 'atmospheric' metaphors warbled in the latest Arcade Fire album?! I hope the lord Gates/Jobs somehow finangles your broadband to be shaped, causing you to lose out on all those pirate copies of the Shins' albums you were downloading. Darn hipsters.
To add salt to the wound, they have also created a social networking site, WhatAreYouIn2.com, where users can post their homemade videos that address just that, 'what are you into?'. If your answer to that involves wearing stripey jumpers, black square-framed emo glasses, Converse shoes, and reading Pitchfork religiously, then you'll be pleased to know the new fragrance will be launched on April 1st. Just don't include me on the receiving end of all your MySpace bulletins about it, please. (via NY Times).