In the 2020s the groundbreaking thing designers are doing is creating something androgynous , well there was a perfume nearly 3 decades ago that exactly did the same. There was a time when Calvin Klein was known for their minimalistic products and bold marketing. However, times have changed now and today their bold doesn’t seem too “bold”.
Out of all the CK products, the one which can truly be considered iconic is their “CK One”. A perfume that was the first one to be marketed as an openly unisex perfume. At its height, CK One sold 20 bottles a minute.
The Impactful Marketing
Back in the 90s, the marketing team had one shot as they didn’t have the liberty to churn out content constantly until something got viral. That one 33-second ad had to create an impact and if there’s one thing that CK knew how to do right was grab attention through their sensual ads. It won’t be wrong to say the black and white theme added an extra character to their images and videos.
The CK team started the ad by showing multiple young people in the most basic clothing doing absolutely whatever. Then at the end Kate Moss appears and says the perfume’s name. She also mentions how it is a fragrance for men and women. To represent their rebel scent, they chose a model who went well with the 90s rebel theme.
The Mischievous Scent
CK One was more than just a fragrance; it was an attitude, a state of mind, and it had a mischievous scent. The one that played with traditional fragrance conventions. was this unique blend of fresh and zesty citrus notes mixed with a sandalwood and cedar base.
The bottle design also reflected this playful spirit. It was simple, sleek, and had this “no-fuss” vibe to it. It was like saying, “Here’s a fragrance that smells amazing, and you can wear it however you want. Spray it on in the morning, and you’re good to go for the day. Or spritz some on before a night out. It’s up to you!”
CK One In the 2020s
There was a reason why CK One resonated so well with Generation X but couldn’t form the same bond with the next generations. The reason behind it is that unisex perfumes lost their charms fairly quickly after the hype of CK One. Many brands started creating these perfumes for everyone. Soon, people realized how perfume is supposed to be subjective, everyone shouldn’t smell the same. After this came a plethora of scents whose formula was designed to be different for every single person that used it.
People went from one perfume for everyone to a different scent for everyone. The second reason why it isn’t as popular with Gen Z is its concept. Today’s youngsters will see the brand’s concept as trying too hard to be hip. What can’t be denied is that even today, CK One holds a special place in the hearts of those who lived through that era. It’s a reminder of a time when all these things that are considered the norm today were totally groundbreaking. So, here’s to CK One – the “whatever” scent that changed the fragrance industry forever!
