Calvin Klein’s Euphoria, the iconic sexy fragrance of the 2000s, is making a comeback. The brand is relaunching its Euphoria fragrance line with brand ambassador Rosalía, who has previously featured in Calvin Klein underwear campaigns and is now the face of three new Euphoria scents: Solar, Magnetic, and Bold, all set to launch in March.

Coty, which licenses Calvin Klein beauty, is doubling down on fragrances and targeting Gen Z. In its second-quarter earnings, Coty reported a 3% decline in net revenues to $1.68 billion. By focusing on Gen Z and the fragrance category, the beauty group aims to rebound.

While the fragrance market has stabilized after a period of explosive growth, Coty has seen strong momentum from scents like Boss Bottled Beyond and Kylie Cosmetics’ Cosmic. Markus Strobel, executive chair and interim CEO, highlighted the group’s “best-in-class fragrance capabilities” as a foundation for further growth. The Euphoria relaunch, informed by two years of market research with Gen Z consumers, is part of this strategy.

Javier Zotes-Ciancas, global senior vice president at Calvin Klein Fragrances, told Vogue Business exclusively that Euphoria completes the brand’s three fragrance pillars—the other two being Eternity and CK One Essence, both relaunched in 2024.

Synergy Between Fashion and Beauty

Calvin Klein says Euphoria’s visual identity is evolving to better align with its underwear and jeans lines. However, certain elements, like the orchid notes in the scent and the curved, orchid-inspired bottle, will remain unchanged, according to Zotes-Ciancas.

The new fragrances collectively emphasize femininity and confidence, moving away from the sexier branding of the past, which reflected the fragrance market a decade ago. Earlier campaigns featured figures like Natalia Vodianova and Margot Robbie alongside topless, sculpted men.

The brand hopes that centering Spanish singer-songwriter Rosalía in the Euphoria campaign will replicate the success of its iconic underwear ads. “We have great talent like Bad Bunny, Jennie, and Jeon Jungkook as fashion ambassadors, who are respected creatives inviting a younger generation into the Calvin Klein universe,” says Zotes-Ciancas. “Our goal was to create synergy from fashion to fragrances. Rosalía was a natural choice because she resonates perfectly with a female audience in our underwear campaigns and now expands into fragrances.”

Appealing to Gen Z

Calvin Klein Fragrances conducted a global survey of Gen Z consumers, who agreed with Rosalía as the new face of Euphoria. “Euphoria holds significant equity for us, but it needed updating for today’s consumer. That’s why we’re launching three fragrances—young people told us they don’t want to be limited to one scent,” explains Zotes-Ciancas.

According to market research firm Circana, Gen Z leads in fragrance usage, spraying scents at least three times a week on average. They are also the most likely to purchase fragrances for themselves multiple times a year.

To appeal to Gen Z in the US and Europe—two of Calvin Klein’s strongest markets—the brand is positioning Euphoria as more premium, with a higher concentration of up to 28% and a price tag of $129 for 100ml. “We are not a niche brand, but we have space within our portfolio for a premium fragrance. Our mission…”The goal is to attract a new generation of fans to the fragrance market. “Making Euphoria appealing to Gen Z was a key objective, and we want it to be a top seller,” says Zotes-Ciancas.

The Euphoria collection now introduces notes of vanilla, while a subtle layer of orchid pays homage to the original scent. In the Solar Elixir, vanilla blends with mango for a fresh, fruity fragrance. Magnetic combines with musk for a soft, romantic feel, and Bold pairs with oakwood for a smoky aroma.

Within the Calvin Klein fragrance lineup, Zotes-Ciancas explains that Eternity is aimed at millennials, while both CK One Essence and Euphoria target Gen Z consumers. “CK One Essence is an everyday fragrance—like comfortable underwear—soft and easy to wear. Euphoria, however, is a stronger expression, primarily directed toward a feminine audience,” he says.

The relaunch of Euphoria shows Coty further aligning its beauty category with fashion, aiming to recapture the scent’s past success.

Frequently Asked Questions
Of course Here is a list of FAQs about Calvin Kleins new marketing direction designed to sound like questions from a real person

Beginner General Questions

1 Whats the big deal with Calvin Klein right now
Calvin Klein is making a major shift in its marketing strategy Instead of relying solely on classic minimalist ads its now heavily partnering with celebrities and shows popular with Gen Z like the HBO series Euphoria and singer Rosalía to feel more relevant and exciting to a younger audience

2 Why is Calvin Klein working with Euphoria
Euphoria is a massive hit with Gen Z and is known for its bold fashion and raw storytelling By featuring stars from the show in its campaigns Calvin Klein taps into the shows cultural buzz and connects its brand with themes of selfexpression identity and youthwhich are central to Euphoria

3 Who is Rosalía and why did Calvin Klein choose her
Rosalía is a Grammywinning Spanish singer known for revolutionizing flamenco with modern pop and hiphop Shes a global style icon with massive Gen Z appeal Calvin Klein chose her because she embodies confidence artistic innovation and a modern sensual edge that aligns with the brands desire to feel current and culturally engaged

4 What is Gen Z and why do brands care so much about them
Gen Z refers to people born roughly between 1997 and 2012 They are the next major generation of consumers with significant spending power Brands care because capturing their loyalty now is crucial for longterm survival Gen Z values authenticity diversity and social responsibility which forces brands to adapt their messaging

5 Is Calvin Klein changing its actual clothing designs
The core product lines arent changing drastically The shift is primarily in marketing and perception The goal is to make the existing classic items feel fresh and desirable by associating them with the cool factor of these new partners

Advanced Strategic Questions

6 This seems like a risky move Could it alienate Calvin Kleins older customers
Its a calculated risk While some traditional customers might find the new ads too provocative or offbrand the strategy assumes they are already loyal to the