Sunday, December 21, 2008

Technosexual Turn-Ons

what are u in 2?

CKin2U is a fragrance by Calvin Klein. To their credit, CK has made some extremely attractive commodities in the past. Their new campaign, however, is just....just...

The CK in2u bottle, designed by Stephen Burks, is made from the same materials — white plastic and glass — recognizable in an iPod. (Fabien Baron designed the original bottle.) The name is written in the shorthand of an instant message, a casual invitation to sex so immediate as to imply there was no time to spell it out: "in to you."

"We have envisioned this as the first fragrance for the technosexual generation," said Murry, using a term the company made up to describe its intended audience of thumb-texting young people whose romantic lives are defined in part by the casual hookup.

PrettiestBoy Blogger on this new craze: And what about the morning after? Maybe someone should get on that potential gravy train. Why don't we have a fragrance that embodies the giddy uncertainty of what comes after the arranged-by-cell-phone-(most likely) drunken tryst? Can you bottle smudged eye-liner, bed-head, morning breath, discarded condom wrappers, stilted conversation and that glorious moment before the curtain of what-the-fuck-did-I-just-do falls? Because if you can, they probably will.

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