UPDATE: Here’s our first, of hopefully many, ads for the new Calvin Klein Men’s Fragrance Line “Encounter” – Starring Alexander Skarsgård and Lara Stone.
We have confirmed that the rumors are true. Alexander has signed an agreement with Calvin Klein to be the new face of Klein’s men’s fragrance line. Look for ads soon. If you find one before we do, we would appreciate it if you pass it along to us.
Calvin Klein will launch a new men’s scent in the fall of 2012 called Encounter. Actor Alexander Skarsgård will be the face of the fragrance with Lara Stone as supporting actress/model. In one more example of the meshing of Hollywood imagery and scenario-making with the story-telling of perfume, Skarsgård noted that,…
“Their idea for their concept was very intriguing to me — it was almost like a short film, and very film noir. It felt interesting to me,” he said of the TV campaign and print ad. “I wanted to be involved with something where you tell a story — even though it’s a short story.”
Thomas Burkhardt, vice president of marketing for Coty Prestige stressed that the story illustrating the scent feels a bit unsettling, “a bit uncomfortable” as he put it specifically, which he sees as a defining trait of the Calvin Klein brand. The ending to this story “of unresolved tension and desire between a man and a woman,” is said to have been left open to interpretation.
It sounds like another story of seduction, which is the mainstay of commercial perfumery together with the coming-of-age tale: I’m a woman at last. The preferred genre of mainstream perfumery translated into filmic genre would be the rom-com story. The more shadowy film noir genre with its hint of creep translated into perfumery is a bit edgier (see next our list of Perfume suggestions for Fim Noir Viewing which we started compiling in last month).
Encounter was composed by Honorine Blanc and Pierre Negrin of Firmenich. It opens on top notes of mandarin, cardamom and rum leading to a heart of pepper, Egyptian jasmine, patchouli and cognac before leaving a trail of agarwood, atlas cedarwood and musk.
(June 8, 2012) from Fashionista.com:
The print ad (above) will be accompanied by a TV spot, both of which will break in September and both of which will costar the lovely Lara Stone. Steven Klein shot the campaign, which Skarsgard described as “very film noir,” and marketing guru Fabien Baron gave creative direction. Encounter will hit department store counters in the U.K. in late August, followed by a September global rollout, and is priced between $40 (for 1 oz.) and $72 (for 3.4 oz.).
(June 8, 2012) from usmagazine.com:
“The global launch of Encounter Calvin Klein introduces a new interpretation of the contemporary, confident man,” Catherine Walsh, senior vice president, American Fragrances, Coty Prestige, tells Us Weekly in a statement. “Alexander perfectly reflects the Encounter Calvin Klein attitude — modern, stylish and unapologetically masculine.”
Skarsgård and Stone, 28, also shot a short film to promote the scent; further details about their TV spot will be released in August.
photo source for single photos
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