Saturday, May 18, 2013

Rooney Mara for Calvin Klein New Fragrance Campaign

Rooney Mara is the face of Calvin Klein's new fragrance for women, called Downtown. The scent will hit stores this summer (in selected locations), with a global launch to follow in September.

The target market for Downtown are women 25 to 35: "this group of consumers lives by its own rules. We’ve put together a superaspirational scent. Globally, consumers see downtown as a place they want to be. They identify it with youthfulness, edginess and cool,.” CK rep.
Downtown by Calvin Klein is a Floral Woody Musk fragrance that includes notes of italian lemon, bergamot, tunisian neroli, pear, plum, pink pepper, gardenia, violet leaf; cedar, incense, vetiver and musk.

 “I am very excited to be included in the group of amazing women that have been featured in the iconic advertising campaigns for Calvin Klein fragrances,” Mara said of her new role, which includes TV spots directed by David Fincher and print ads shot by Jean-Baptiste Mondino . “It’s an honour to be part of a brand with such a legacy of breakthrough advertising.”

Downtown will be available in 30, 50 and 90 ml Eau de Parfum.

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