Overview
- Calvin Klein publicly relaunched Euphoria as Euphoria Signature Elixir and marked the release with a launch party at People’s in Greenwich Village following Friday’s Calvin Klein Collection runway show.
- The brand says the new Signature Elixir preserves the original Euphoria accords while increasing concentration to 28 percent, with master perfumer Carlos Benaïm returning to update the formula.
- Rosalía is the face of the campaign and attended the People’s event in a metallic silver gown that matched the new flacon, offering on-the-record praise for the perfumers and the scent’s intimacy.
- The NYFW-timed activation leaned on 2000s nostalgia, featuring DJs, lychee jell-o shots and guests dressed in throwback looks to create a sensory, offline moment that reinforced the relaunch.
- Calvin Klein’s move follows a broader industry pattern of using higher concentrations, legacy creative talent and high-profile ambassadors to refresh classic fragrances and reach younger consumers.