the first fragrance for technosexuals

introducting CK in2u : or how not to market to the blogging generation

from today's NYT Style section:

"Last year, [Calvin Klein, the company] went so far as to trademark “technosexual,” anticipating it could become a buzzword for marketing to millennials, the roughly 80 million Americans born from 1982 to 1995. A typical line from the press materials for CK in2u goes like this: “She likes how he blogs, her texts turn him on. It’s intense. For right now.” [yes, the last sentence might be my favorite part]

read the article

there is a website project that goes along with this campaign, and I am curious to see what they do with it (social networking, group participation, and they have started a shorts contest for film students...)