RICHARD MADDEN
JULY 2021
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Friday 30 July
2021 |
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There�s another CK Defy-related interview, this
time with Allure: Richard Madden Reveals His Skin-Care, Grooming, and
Fragrance Routines � Interview | Allure No Wonder Richard Madden
Is So Handsome: He's Got a Killer
Skin-Care Routine As Madden tells us,
he'll do anything to prevent more time in a makeup chair or inconsistencies
on camera. BY NICOLA
DALL'ASEN It's hard enough just
looking at pictures of Richard Madden � those ocean-blue
eyes, the square jaw coated in reddish stubble, the perfectly coiffed hair
with a dignified streak of silver � but having a conversation with him is
so, so much worse. On speakerphone, his thick, unmistakeably
Scottish accent warms the entire room, and I'm transported to an old library
with a glass of top-shelf whisky and a hand-knitted wool blanket. Thank heavens I'm
sitting because my knees damn near give out when we start talking about what
the actor prefers to smell like, which varies by season and location. "I
love deeper, woodier smells in the winter. When I'm in Scotland �
when I can be � there's often that after-rain smell, that kind of grassy
smell," he says. Meanwhile, summertime is reserved
for "fresher and lighter" scents; the same goes for any time
he's in Los Angeles, which is pretty frequently these days. "When I'm in
Los Angeles, it's much more of that warm, ocean smell that I love." It's fitting, then,
that Madden has just become the face of Calvin Klein Defy, a new fragrance
equal parts warm, fresh, and floral with notes of bergamot, lavender, vetiver, and amber. "It's got this freshness to it
that's not too sharp� kind of a gentle, uplifting element," he explains.
"It's got these beautiful woody notes that I feel suit me. They're a
little heavier, and it means that I can wear it in the evening and it's not
too overpowering." In other words:
Richard Madden smells just as good he looks. No surprises there � but the
rest of his skin-care and grooming routines do house a couple of staples any
beauty editor would be impressed to hear. "Just use a good face wash and
moisturize, get your sunscreen on, and put on fragrance in the morning,"
he explains. "In the evening before you go out, you get another couple
of scooches of your aftershave, and before bed just
wash your face." Madden just does
whatever makes him feel good, really (at least that's how he puts it). He
name drops Tom Ford and U.K.-based brand Medik8 as his favorite
places to go for grooming and skin-care products (a couple of standouts from
their ranges are Medik8's Surface Radiance Cleanse and Tom
Ford's Oil-Free Daily Moisturizer). Here's where the really impressive
part comes in: When asked which of his products or tools is the most
important, he doesn't even need to think about it. "I'm a big advocate
for making sure everyone wears sunscreen every day," he says. (To a
beauty editor, this is just about the dreamiest thing a person could ever
say.) I'm assuming Madden
uses Medik8's Physical Sunscreen SPF 50+, but if I had to personally
select one for him, I'd place a tube of EltaMD
UV Pure Broad-Spectrum SPF 47 right in his undoubtedly large and
pristinely manicured hands. For him, the purpose of daily sunscreen is mostly
to keep his skin camera-ready. "Often if I'm filming outside, I'm going
to get sunburned," he laments. While that might be
the most important benefit for him, he's getting the added bonuses of
preventing fine lines and protecting himself against skin cancer � so
everyone should follow his lead on this with the dermatologist-recommended
SPF 30 or higher. Sunburns aside, any
kind of skin irritation or blemish will keep Madden in that makeup chair much
longer than he wants to be, and that's the primary reason he's such a
stickler for his routine in the first place. His job as an actor dictates all
of his grooming sensibilities � that even goes for his hair and that beloved
silver streak of his. "I'm 35 years
old; I've been going gray since I was
21," he recalls. Just about every role he plays requires removing those grays in some way or another, whether that be with dye or
a wig, which is all right by him because "[the streak] can be
distracting if it's not right for a character." Thankfully, you'll
never find Madden pondering whether or not to rid his hair of grays when he's off-duty. "My vanity doesn't really
extend to the grayness of my hair," he says.
"Every time I've been in a role for six or eight months, I get to see
where my own hair is at, at the end of it. Usually, I get a little surprise
of a few extra grays. That's only going to
continue, but I don't mind." If you asked any of
his adoring fans, they'd say they certainly don't mind, either � it's another
part of his charm and near-universal appeal. And now, fans can add an
editor-approved skin-care and fragrance regiment to the ever-expanding list
of reasons to love Richard Madden (because clearly there weren't enough
already). *� *� *�
*� *� *� * Since I�ve been working from home, I�ve been
neglecting my skincare routine � and I find that mask wearing causes havoc
with my skin too � I�m always breaking out in spots now. I�ve tried a number of sunscreens and
moisturisers with SPF, but none agree with me as I�m hyper-sensitive to the
chemicals in them. I experience the same issue as with hair dyes � they taint
my taste buds and �chemical� isn�t
my favourite flavour! *� *� *�
*� *� *� * And there�s a new series of Harry Birrell films � Harry Birrell
presents Films of Scotland � and once again Richard narrates.� There are scenes from before WWII, then
footage from his army training at the beginning of the war and in civvy street afterwards. The first episode was broadcast on BBC Scotland
last Tuesday, with either one or two further half-hour episodes (my Sky
planner stated 1 of 2 � but IMDb states a total of
3). It�s also available on BBC iplayer in the
UK.� |
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Sunday 25 July
2021 |
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I found
this article yesterday, whilst searching for information about the music used
to accompany the Calvin Klein advert, of which I�m still none the wiser!!! DEFYING BOUNDARIES Talking
Calvin Klein, self-confidence and reality TV binges with Marvel star Richard
Madden
Fashion | 20
July 2021 Calvin
Klein have started the latest chapter in their fragrance portfolio with
the brand�s newest scent, Clavin Klein Defy, unveiled
earlier this month via a new campaign starring Richard Madden. The
Scottish-born actor has captivated audiences over recent years with his roles
in Game of Thrones and Bodyguard, and now joins
the likes of Jake Gyllenhaal and Kate Moss as
recent CK campaign stars. As
the brand�s first major men�s scent in almost a decade, Madden�s casting
feels symbolic, a face we�ll doubtlessly be seeing a lot more of over the
next ten years. Performing has always been a means through which the actor
was able to overcome his own boundaries, and his journey from early
self-confidence struggles to one of the most coveted actors working today
embodies the fragrance�s own call for defiance. With
a number of hugely exciting projects in tow, none more so than his role as Ikaris in Marvel�s forthcoming new epic Eternals,
Madden is preparing to ascend new realms of international recognition. Such
landmark moments bring new challenges and opportunities for self-doubt,
things Madden has learned to embrace as evidence of his success. Below the
actor recalls some of his earliest memories of Calvin Klein�s Fragrances
along with a secret lockdown binge and his criteria for feeling confident in
front of the camera. Finn
Blythe: During lockdown when all TV, theatre and film production was at a
standstill, what did you miss most about your job? �The scent and the feeling behind it is to
do with bravery and kindness and compassion and empathy�� FB:
What are your earliest memories of Calvin Klein fragrances? FB:
If you had to sum up Defy in three words what would they be? FB:
How did the Defy campaign resonate with you personally?
�You feel like you�ve achieved something
when you look at the page and it comes to life�� FB:
What obstacles does acting help you overcome? FB:
What makes you feel most confident in a job? Is it a connection to the script
or conversations with the director? FB:
Can you tell me about any books, films or plays you�ve read or seen in the
last eighteen months you�d recommend? FB:
Any recommendations? Calvin
Klein Defy is available now nationwide at Boots. |
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Friday 16 July
2021 |
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There was more excitement today, with British GQ
posting an article about Richard: Richard Madden: �Eternals
is more than just another superhero movie� Richard Madden has powered through lockdown with
a raft of new film, TV and podcasting projects, with a lead role in Chlo� Zhao�s Marvel movie, Eternals, front and centre.
It�s a superhero film like nothing you�ve seen before, says Madden� By Thomas
Barrie Richard
Madden isn�t in the habit of sitting around doing nothing. Earlier this year,
Madden found himself quarantining in an LA hotel room ahead of reshoots for
his upcoming Marvel vehicle Eternals. Naturally, it was boring.
Some actors would have sat around living off room service for ten days and
bingeing TV; others might have ignored the quarantine rules entirely only to
find themselves shamed on the front pages of gossip sites and industry
magazines. But not Madden. �I kind of have a guilt if I�ve got time to be
doing something and I�m not,� explains Madden. Rather
than sitting around doing nothing, he had recording equipment sent to his
room and began putting in eight-hour shifts recording a sci-fi podcast series
called From Now, playing the only survivor of a lost space
mission that returns, unexpectedly, to earth 35 years after it left. His
fellow Scot Brian Cox, recently of Succession fame but also an eminent actor in his own
right, voiced Madden�s brother in the series; Cox laid down his parts from
New York and the two occasionally worked together over FaceTime.
�Sometimes we had to stop because the cleaners were vacuuming in the hall,�
Madden recalls, �and there�s no vacuuming in space.� It�s
typical dedication from an actor who, since his breakout as the doomed rebel
king Robb Stark in HBO�s Game Of Thrones back in 2011, has
racked up TV and film credits with gusto. There was, of course, Bodyguard,
Jed Mercurio�s 2018 thriller about a personal
protection officer trying to preserve the life of a controversial government
minister � later, his lover � played by Keeley Hawes (�I�m just riding the
wave,� Madden told GQ at the
time, coolly shrugging off his Golden Globe win for the show and the 17
million Brits who tuned into its finale). Then, in 2019, there was Sam Mendes�
triple-Oscar-winning 1917, in which Madden played the older
brother and fellow First World War soldier of lead Dean-Charles Chapman. And
the same year Madden took on the role of John Reid, the ambitious, cruel and
utterly chic manager to Taron Egerton�s
Elton John in the acclaimed Rocketman. Madden�s
efforts in the hotel room have paid off: From Now is
currently being developed into a TV series for Amazon, which he is
co-producing, but it�s just one of a number of projects he has coming up.
He�s finished those Eternals reshoots and is anticipating
the film�s release this November (but more on that later) and has even
launched a perfume, Defy, with Calvin Klein this month. (�Luckily, I like the
smell of it, so that�s good! That makes my life easier.�) It�s an apt
partnership given Madden likes to wear different aftershaves while playing
different characters, the idea being that particularly reactive scene
partners � like Cox, perhaps, were he not 2,500 miles away for the recording
of From Now � can pick up on more subtle facets of the
characters Madden plays. �I
imagine John Reid to be kind of over-perfumed, [with] really heavy notes,�
says Madden, �and Robb Stark would be more like an earthy, grounded smell. I
think he�d probably just smell like sweat and mud�� And ale, maybe? �Ale!
That might be surprisingly popular. They�re probably developing that as we
speak. That�ll be the next thing.� The
would-be smell of his character in Eternals is among the
many aspects of Madden�s upcoming Marvel Cinematic Universe debut that he
can�t reveal, and perhaps that�s for the best, but certain details have
emerged about the film that he can acknowledge. Madden plays Ikaris, a millennia-old �Eternal�, an alien superhero
with the powers of flight, super strength, heat vision and teleportation,
among other talents, who was created in the distant past by an ancient race
known as the Celestials. Opposite Ikaris at the
heart of the film is Gemma Chan�s Sersi, a fellow
Eternal with whom he has what Madden describes as �a through-the-ages love
story�. Along with a handful of other Eternals, Sersi
and Ikaris team up to defend the world from
Deviants, essentially their own evil counterparts who were also created by
the Celestials. Since
it was announced in April 2018, Eternals has been one of
Marvel�s most voraciously anticipated films among fans, not least because of
the fact that it�s both written and directed by Chlo�
Zhao, last year�s double Oscar winner for Nomadland.
Zhao�s film, the logic goes, could be another bold entry into the MCU, like Taika Waititi�s neon-infused
acid trip Thor: Ragnarok, and together
the two might represent a new era for superhero films where studio
executives, usually too nervous about the bottom line to allow directors
total creative control over their films, are a little more relaxed about
taking creative risks on their billion-dollar-plus projects. ETERNALS HAS BEEN ONE OF MARVEL�S MOST VORACIOUSLY ANTICIPATED FILMS
AMONG FANS Shooting
on the film wrapped in January 2021 but, as Madden mentions, reshoots and
additional dialogue sessions have been ongoing, leading to all sorts of
dilemmas (�Do I still fit into that skintight
superhero outfit after lockdown?�). On the one hand, Madden has put in the
hours doing the usual MCU stuff: fighting what he calls �a duvet on a huge
rubber ball� and confronting cardboard cut-outs of monsters held aloft by
crew members on set as though they were deadly enemies, and presumably
Deviants. �Or lots of laser eyes, like that� � he squints dramatically � �cos I�ve got laser eyes.� But, he insists, the fact that
the core central cast of Eternals is made up of ancient
beings who have seen, done and experienced everything under the sun in their
aeon-spanning lifetimes has elevated Zhao�s film �above just another
superhero movie. It�s about, �OK, so how do they interact with the world now,
when they�ve done everything?�� he continues. �What are these people like?
And what do they value and care about? What doesn�t affect them?� The
world has seen superhero films done straight, Madden says, and is now ready
for something fresh. He points to the popularity of Amazon Prime�s The
Boys, the ultra-dark series in which genetically enhanced, sometimes
immortal �superheroes� are shown to be deeply flawed, narcissistic people
behind their carefully managed public personas. �We�ve done that classic
thing,� says Madden, so it�s now about how do we make it more interesting?
I�m hoping we have done that with Eternals. The Marvel Universe
keeps changing and elevating and growing and I really think we�re doing
something that they�ve not done yet.� Eternals is
out on 5 November. Richard
Madden is the global ambassador of new Calvin Klein fragrance Calvin Klein
Defy. Calvin Klein Defy is available at boots.com now. You will probably
have noticed that there is also an accompanying video � I�ve missed Richard�s
unique laugh so much: |
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Thursday 15 July
2021 |
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Richard
posted again today � he�s done a photo-shoot and interview for Wonderland
magazine.� Wonderland is a quarterly
magazine, and Richard�s interview and photos will feature in the next issue,
on sale in October! |
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Subsequently, Richard changed his IG profile
photograph to the one above � I bought a 30ml bottle of Defy today, in Boots �
and was given a free gift too � a Defy gym bag! Priyanka posted this photo
today � so maybe filming continues, in the UK, after all?
It has
been mentioned, too, that Priyanka has spent time shooting
in water, buffeted by waves � during the course of filming! |
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Wednesday 14
July 2021 |
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I�ve read
on social media that Citadel has completed shooting in the UK and is taking a
break before heading to Spain next month � which may explain why cast members
have been out and about, including attending the tennis at Wimbledon!� Hopefully
Richard has enjoyed some �down time�
too; it would be nice if he�s had the opportunity to spend time with his
family, in Scotland. Also, two further photos from the CK Defy
campaign have been posted on IG:
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Tuesday 06 July
2021 |
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Returning
to the CK Defy campaign, Richard�s regular stunt double, Joe Kennard, posted
a video on IG, of Richard striding out along a narrow ledge at London�s
Southbank centre; 01 October 2019: Joe Kennard
(@joe_kennard) � Instagram photos and videos
Joe acted
as Richard�s stunt double during the principal filming of Eternals, but
wasn�t available during last year�s reshoots, when Zack Duhame
took his place! It�s less
than four months until Eternals is due for release and, evidently, a new and
more informative trailer is due to drop at the end of this month or the
beginning of next! |
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Sunday 04 July
2021 |
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Two years ago today � very happy memories!
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Saturday 03 July
2021 |
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Today is my two year anniversary of meeting
Richard in Glasgow, when he attended a Q & A session with the Drama
Undergraduates; it was the evening before the graduation ceremony when he was
awarded a doctorate:
I recounted my Glasgow adventure on my website: www.choc-thorntons-super-fan.co.uk/Richard Close Encounter
3 & 4 July 2019 Glasgow Graduation.htm And, back to the present, Priyanka
Chopra Jonas has returned to London from the US and is currently in
quarantine, having been reunited with her dogs!� So, presumably, filming on Citadel is
continuing �
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Friday 02 July
2021 |
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The Calvin Klein advert is also available to view
on Youtube: Richard
Madden for Calvin Klein Defy | Introducing The New Fragrance for Men -
YouTube The Daily Record appears to have picked up my comment
on Richard�s post � highlighted in pink further down!!! Richard Madden's Calvin Klein aftershave
ad leaves fans hot under the collar The Bodyguard star
shared the new campaign on his Instagram page. Richard Madden's Calvin Klein aftershave ad leaves fans hot
under the collar - Daily Record
Richard Madden has left fans hot under the collar as he revealed
he is the face of new Calvin Klein aftershave Defy. The Bodyguard actor took to
his Instagram page today to share the ad campaign he has
been working on. In the 30 second clip,
the Scots star can be seen lying in bed wearing a vest, and it cuts to the
star wearing a double denim. Speaking over the
video, Madden says: "Courage starts with a risk. Break free from
expectations and Defy boundaries and anything in your way, dare to Defy.
Calvin Klein The new men's fragrance." And fans were going
wild for the clip.
He shared the campaign on Instagram (Image: Instagram) One wrote:
"Oh wow ... I've got palpitations now! It's been a very long wait for
the Calvin Klein campaign, but it's certainly been worth it. 2021 just gets
better and better!" Another added:
"Daring to defy in double denim - exciting. Hope it proves to be a great
campaign for you!" While one commented:
"I have a crush on this man." One said: "ur voice is the hottest thing ever."
Fans swooned over his latest post. (Image: Instagram) And one wrote:
"You sir, are on fire!!!" Last month, it was revealed
that the Scots actor had teamed up with Angelina Jolie for a new Marvel
superhero film. Marvel�s Eternals is
about a group of immortal super-beings who have watched over Earth for
millennia. Madden, from
Renfrewshire, is set to play hero Ikaris, who has
super human strength and shoots cosmic energy bursts from his eyes. The 34-year-old�s
co-stars include Kumail Nanjiani,
Salma Hayek, Kit Harington as well as Jolie, who will play Thena.
Richard Madden and Angelina Jolie
amongst cast of Marvel's Eternals (Image: Marvel) �
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Richard Madden to star alongside Angelina Jolie in Marvel's
Eternals movie The movie follows on
from the events of Avengers: Endgame and sees the Eternals rise up to reunite
against mankind�s ancient enemy, The Deviants. |
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Thursday 01 July
PART 2 |
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There�s
further news regarding the Calvin Klein campaign,
a video, and lovely photos too:
Here is a link to the Calvin Klein advert, posted
by Richard on his IG account: Richard
Madden (@maddenrichard) � Instagram photos and
videos Or to view via a fan account on twitter: https://twitter.com/i/status/1410569922569244678 Richard Madden's next role is a goody � here's
the inside track Former GQ
cover star Richard Madden has been announced as the new face of Calvin Klein
fragrances, a position that will render him even more airtime on our TV
screens. By Zak
Maoui � A few months ago it was revealed that Game Of Thrones alum Richard
Madden would be joining Marvel's ever-expanding universe. Starring
alongside Angelina Jolie, he is set play the role of Ikaris
in the hotly anticipated Eternals. Not content with only taking
the MCU by storm, the soon-to-be superhero has just added another string to
his bow by way of his first ever fragrance campaign. Calvin Klein has tapped
Madden for the launch of its new scent, Defy. The first images from the
campaign see the Bodyguard actor dressed in the all-American
brand's signature denim shirt and blue jeans, doused (we assume) in the new
fragrance. Meanwhile, the film, which sees Madden move around as if on set of
his upcoming Marvel flick, will be blasted into homes around the world. Defy is Calvin Klein's first major masculine scent in almost ten
years, 2012's Encounter being the last. Sure to be an instant hit, as most CK
fragrances tend to be (we're looking at you, The One, Obsession, In2U), the
CK-branded flacon contains an invigorating citrus juice that is bolstered by
fresh and spicy bergamot and empowering lavender absolute. Vetiver oil, which has been responsibly sourced from
Haiti, provides a rugged earthiness you'd expect Madden to smell like. On the partnership, Madden,
who joins Jake Gyllenhaal and Kate Moss as
CK-approved campaign stars, told GQ exclusively: �I�ve
always been a fan of Calvin Klein and having the opportunity to partner with
the brand on the launch of their new fragrance, Calvin Klein Defy, has been
an exciting adventure.� Calvin Klein Defy is available from 15 July at Boots. Richard Madden's next role is a goody � here's the inside
track | British GQ (gq-magazine.co.uk) |
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Thursday 01 July
2021 PART 1 |
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Little did I know when, yesterday, I wrote �Check back soon, for more news � fingers
crossed!!!� that Calvin Klein would launch their campaign for �Richard�s
new fragrance�, which has been named Defy, on 01 July!!! What can I say � except he�s so beautiful � and
maybe that is why Richard has been very quiet on social media during June,
ahead of this product launch, in order to maximise its impact?� For it seemed totally out of character for
Richard not to publically thank everyone for the birthday wishes he
received.� And I�m very much looking forward to seeing the
TV ad which he filmed back in October 2019, at Virginia Water and at London�s
Southbank Centre too! I was in the Trafalgar Square area of London on
the day they filmed the latter � and I always regret not crossing the Thames,
to visit the loo at Waterloo station, on that day ... having used those
facilities on a number of occasions � otherwise I might have seen them
filming!�
Calvin
Klein Unveils Defy, Its First Stand-alone Men�s Scent in a Decade LONDON � Calvin Klein is launching its first
stand-alone men�s fragrance in nearly 10 years, and it�s suited to these
topsy-turvy times. Called Defy, it is aimed at Millennial males,
many of whom are feeling introspective, vulnerable and fearful of failure,
especially after the COVID-19 pandemic. Although the project was in development well
before COVID-19 hit, the Coty Inc. team behind Calvin
Klein Fragrances was already getting signals from its research that
Millennial men were grappling with more complex emotional and psychological
issues than older � and younger � generations. Now, as these Millennial men return to work and
to their social lives, Coty is hoping to have a hit on its hands. The beauty giant said it is looking to
generate $78 million in first-year retail sales, with the fragrance expected
to reach the top 15 ranking worldwide. �It�s being geared up as a new icon within
the Calvin Klein portfolio,� and will be a new fragrance pillar,
said Joanne Bletz, global senior vice
president of Calvin Klein Fragrances, in an interview. Coty has tapped the 34-year-old Richard Madden,
the Scottish actor and Golden Globe winner, as the face of the campaign,
which has been shot by the director and photographer Jonas Lindstroem. Calvin Klein Fragrances worked with The Style
Council creative agency, while the still-life photographer was Thomas
Legrand. Madden, who has featured in �Game of Thrones,�
Disney�s �Cinderella� and the TV series �Bodyguard,� will be starring in the
upcoming superhero film �Eternals� opposite Angelina Jolie, Salma Hayek, Kumail Nanjiani and Gemma Chan,
and is currently filming the Citadel series from Amazon Studios alongside Priyanka Chopra Jonas The global ad campaign, which shows Madden seated
on a rooftop dressed in Calvin Klein jeans and a white T-shirt, launches July
1. �It�s been an exciting opportunity to partner with Calvin Klein on this
new launch,� Madden said. Bletz said Coty is
confident that Calvin Klein Defy, will resonate with men across the world,
�driving further global demand� for the brand�s fragrances. Coty has partnered with Twitch on the launch,
asking consumers to take part in a �tournament� where they can battle against
top streamers for a chance to win prizes. The tournament will be followed by
a virtual after party. Bletz said the choice of
Twitch was key, as it�s a social app as well as a gaming one, and a place
where men are having meaningful conversations. Marketing will run across TV, digital and social
platforms while retailers such as Macy�s, Ulta,
Boots and El Corte Ingl�s will carry the scent.
Defy will begin rolling out in North America, Spain and the U.K., and in 2022
will expand to markets including Italy, Germany and other countries in
Europe. Coty is also optimistic about travel retail �
which has taken a beating due to the decline in international travel � and
foresees a pickup in that market in the first half of 2022, when international
air travel is set to return in earnest. Defy comes as an eau do toilette, with prices
ranging from $49 for the 30-ml, to $114 for the 200-ml. There is also a 50-ml
size, priced at $70, and a 100-ml costing $88. This is Calvin Klein�s first major men�s fragrance
since Encounter, which launched in 2012. It also follows a major
transformation at the company. When Encounter was launched, Italo Zucchelli was
men�s creative director of Calvin Klein Collection, working alongside his
women�s counterpart Francisco Costa. Both men would eventually make way for Raf Simons, who joined the brand in 2016 as chief
creative officer, and who worked closely with Coty during his short tenure.
Together with Coty, Simons launched Obsessed for Women and Obsessed for Men,
which hit counters in 2017. The scent was a modern interpretation of one of
the biggest fragrance blockbusters � and ad campaigns � of all time:
Obsession. The new iteration, Obsessed, was Simons� baby, and he made the
project one of his first orders of business upon taking the top creative
spot. Simons left Calvin Klein after two-and-half years
(he is now co-creative director of Prada) and the company shuttered both its
205W39NYC high-end collection business and its Madison Avenue flagship. Calvin Klein has yet to cement a new creative
configuration, although earlier this year it hired Willy
Chavarria as SVP of design for Calvin Klein North America and Global
Essentials apparel, men�s. The company also hired Heron Preston in
a creative consultancy role to develop Heron Preston for Calvin Klein,
including sweatshirts, hoodies, underwear and denim. Defy is a fragrance for its time � and for its
Millennial demographic, the largest group of fragrance consumers right now
and a new audience for Calvin Klein. Calvin Klein already has other generations
covered, according to Bletz. Gen X, which is easing
into middle age, favors Eternity (and its ad
campaigns starring Christy Turlington Burns and
husband Ed Burns) while Gen Z can spritz itself with CK Everyone, a unisex
juice that launched last year and aims to channel inclusivity, community and
freedom of expression. These Millennial males are decidedly different
from their seniors, and their juniors, though. Bletz said when Coty
started its research into the fragrance, pre-COVID-19, it picked up on �the
struggle of the male consumer who was transitioning from the norm� and from
the traditional ideas of success. She said Coty was seeing a man �more willing to
embrace his emotions,� one who had a �profound need to succeed interior-wise,
rather than in the material sense. There was a deeper sense of introspection
� and that was freeing for them.� Coty double-checked that initial research at the
end of 2020, and found that �these self-doubts � and the need to overcome
them � were only amplified by COVID-19. So the message of the fragrance was
even more relevant than it was a year ago.� Madden, she added, �embraces the spirit of who
we�re trying to express. He�s a rebel with a cause. He has a vulnerable, yet
strong, side � and his characters do, too.� Coty has attempted to distill
those ideas into a fresh, woody fragrance, a blend of citrus, bergamot and
fresh lavender absolute. The heart is vetiver oil
which, according to Coty, is responsibly sourced from Haiti, and provides a
�vibrant earthiness and rugged texture,� while the base notes are amber. The juice was created by Anne Flipo,
master perfumer, and senior perfumers Pascal Gaurin
and Loc Dong of IFF. The minimalist glass bottle is a blend of curved,
rounded edges and sharp linear lines, while the cap and carton nod to Calvin
Klein jeans, with matte, textured blue denim details and silver branding. |
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