Complex Calvin Klein Defy Reflects the Updated Codes of Masculinity
This summer, Coty will launch a new Calvin Klein fragrance, Calvin Klein Defy.
This is a fragrance that defies expectations, just like the Calvin Klein Defy man defies the expectations of the old code of masculinity. Drawing inspiration from new forms of masculinity amongst Millennials, this fragrance is sure to entice a younger consumer. Keep reading to learn more about this addictive new fragrance from Calvin Klein.
THE NEW CALVIN KLEIN MAN: A REBEL WITH A CAUSE
Calvin Klein Defy is geared towards the younger, edgier Calvin Klein man who takes risks, dares to defy, and values authenticity and continual growth. His attitude is rooted in Calvin Klein’s rebellious DNA and today’s changing codes of masculinity.
In contrast to traditional codes of masculinity, new generations of men aspire to be something else. While previous generations sought to gain power with ruthless strength, the Defy man aspires to be an idealistic changemaker. Traditional codes of masculinity encourage seduction, while new codes encourage speaking the truth. The new code of masculinity also encourages men to take risks even if it means they will fail, rather than making safe choices. And rather than being unfailingly confident, the new code of masculinity believes that showing vulnerability is courageous.
The Defy man is a rebel with a purpose. His motto? “The more I defy, the more I define myself. Dare to defy.” Living this new code of masculinity in a world that’s very still much informed by the old codes is the ultimate form of rebellion.
A GLOBAL COLLABORATION TO CREATE A COMPLEX FRAGRANCE
The Calvin Klein brand has always been known for its ground-breaking, provocative, and sensual fragrances like Obsession and Eternity. Calvin Klein Defy is no exception.
In designing this fragrance, the Calvin Klein team chose to embody the complexities, strength, and vulnerability of the Calvin Klein man. So to create this complex fragrance, the brand took an unconventional collaborative approach and utilized three perfumers: Master Perfumer Anne Flipo plus Senior Perfumers Pascal Gaurin and Loc Dong.
Filipo’s impressive resumé includes fragrances like Coach for Men by Coach, Pure XS Pour Homme by Paco Rabanne, and La Vie Est Belle L’Eclat by Lancome. According to Filipo, Defy represents the modern man. “I incorporated contemporary elements to reflect his personality. Intense aromatics and raw, authentic nature give this fragrance its unique signature that stands out from the traditional.”
Dong said, “Giving new life and reinvention to the more customary fragrance norms is exciting and revitalizing. Defy gives lasting freshness and invigorating green notes that will empower and stimulate the man of the future.”
The scent opens with a fresh blend of citrus highlighted by sparkling bergamot oil. The perfumers then layered in lavender, an ingredient from the mint family that has a calming effect thanks to its aromatic oils. Earthy and rugged vetiver root oil makes up the heart of Calvin Klein Defy and speaks to the courage of the Defy man. This powerful scent lends a distinct gritty edge to the fragrance. Rich notes of amber provide the base of Calvin Klein Defy, adding sensuality, texture, and warmth. The addition of amber also allows the fragrance to create a lasting and alluring impression.
Alone, these ingredients induce very different feelings, but together they create a fresh, woody scent that explores the many facets of the Calvin Klein man. Altogether, Calvin Klein Defy is a blend that defies expectations for men’s fragrances.
Calvin Klein Defy is defined as a modern and contrasting woody fresh scent. This olfactive family is very appealing for Millennials and is new territory for the Calvin Klein brand. The fragrance’s star ingredient, vetiver oil, is particularly trendy among younger consumers.
And early testing suggests that this new fragrance will be a hit. Calvin Klein Defy has shown very strong scores both in blind & branded fragrance testing in key markets, which means that testers like the fragrance with and without the Calvin Klein branding. Liking and purchase interest scores are especially strong for the fragrance which shows a positive lift between blind sniff and seven-day use, so that testers loved the scent more day after day. This indicates the fragrance’s addictive nature. Testers have praised the fragrance as refreshing, clean, and long-lasting. Calvin Klein Defy even outperformed popular fragrances such as Dior Sauvage, Chanel Bleu, and Polo Blue.
A MODERN AESTHETIC OF CLASSIC DESIGN CODES
Denim has a long association with rebels. Denim was originally invented in France but didn’t gain prominence until the mid-19th century when it was used to manufacture jeans for American miners. With the release of movies like The Wild One and Rebel Without a Cause, which featured Marlon Brando and James Dean as denim-clad rebels, jeans became casual wear and the uniform of rebellious youth culture. Starting in the 1970s, Calvin Klein jeans became the most coveted jeans in the world when the designer added his logo to the garments’ back pocket. Since then, Calvin Klein jeans have become an iconic staple of the brand.
Calvin Klein’s signature denim inspired the presentation of Calvin Klein Defy. The presentation has a modern, edgy, masculine aesthetic that celebrates Calvin Klein’s classic design codes.
The bottle is a juxtaposition of opposing forces celebrating the Calvin Klein man’s two sides: vulnerability and courage. The curves of the bottle, which represent vulnerability, contrast with the sharp corners that evoke power. When in balance, these qualities give the Calvin Klein man the strength to defy.
The cap is embossed with a denim texture that reflects Calvin Klein’s signature jeans. The outer carton is made from matte paper, also embossed with a blue denim texture. The glossy inner panel provides contrast with bold silver branding and curved corners.
SUSTAINABILITY IN THE DESIGN
Calvin Klein Defy is designed and manufactured with sustainability in mind.
The fragrance contains 83% ingredients from a natural origin that offer a freshness to the scent. Key natural ingredients, including bergamot oil, lavender absolute, and responsibly sourced vetiver, reinforce the authenticity of the fragrance while being environmentally conscious. The fragrance was formulated with naturally derived alcohol.
RICHARD MADDEN: THE FACE OF CALVIN KLEIN DEFY
The face of Calvin Klein Defy is Richard Madden. Authentic and multifaceted, vulnerable yet courageous, Richard Madden is the ultimate Calvin Klein rebel.
Madden is an A-list actor who has starred in movies like 1917, Cinderella, and Rocket Man as well as series like Game of Thrones and The Bodyguard. In 2019, Madden was featured on the Time 100, an annual list of the 100 most influential people in the world. This year, Madden will star in Eternals, a superhero film based on the Marvel Comics series of the same name.
Calvin Klein Defy is a new fragrance for men that reflects changes in the meaning of masculinity. With a woody, fresh, and modern scent, the scent is sure to be a hit with Millennial men. Calvin Klein Defy launches on August 1st.