Calvin Klein Targets Social Networking Teens with IN2U Fragrance

Posted on March 8, 2007

Calvin Klein is targeting the young blogging and text messaging crowd with a new fragrance called CK in2u and a new social network called What Are You IN2?. Did they base this campaign on some focus groups and market research that found bloggers buy tons of fragrances? Because it really isn't common knowledge that bloggers buy more of these products than anyone else. Or do they just think their campaign is so good bloggers will just have to buy some? The What Are You IN2 social network will launch on March 28th. The fragrance social network tie-in is a part of a new marketing campaign from Calvin Klein.

The New York Times reports that the marketing materials for this campaign actually include the following text.

"She likes how he blogs, her texts turn him on. It's intense. For right now."
The fragrance is also being targeted to the "technosexual generation." These are today's kids that apparently love to arrange dates using blogs, IMs and text messages.

The campaign may have worked better for a fragrance that did not also have a name derived from texting acronym. It is overkill to also go with the IN2U name.

Gawker says it doesn't think the name and messaging will be effective because today's youth doesn't "want to smell of blog."

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