Look closer: Who’s smooching supermodel Christy Turlington in the new Calvin Klein Eternity ads? Turlington is returning to the brand for its new campaign, this time with her husband, actor and filmmaker Ed Burns.
Eternity first launched 25 years ago, when supermodels reigned supreme, and Turlington was its famous first face. This time around, the brand is using both Turlington and Burns in a global ad campaign starting next month, sharing private moments in beautiful beach scenes. The husband-and-wife team are also starring in ads for two new launches: Eternity Night, which it describes as a creamy floral, and Eternity Night Calvin Klein for men, a new woody scent, with those launches scheduled for August.
Both campaigns were shot by renowned photographers Inez Van Lamsweerde and Vinoodh Matatin, with Trey Laird of Laird + Partners directing, in conjunction with Calvin Klein’s in-house agency and studio.
As part of the reunion, Calvin Klein is also throwing its support behind maternal health, including Every Mother Counts, a non-profit Turlington Burns founded to end preventable deaths caused by pregnancy and childbirth. The brand is starting the Eternity Project, a new global philanthropic initiative. Its first partnership will be with Every Mother Counts, and includes PSAs featuring Turlington Burns. And for one week, beginning May 30, 100% percent of proceeds from the U.S. sales of Eternity 25th Anniversary Edition will go to the cause.
“Eternity Calvin Klein has remained a top-selling global fragrance brand and is still as relevant as when it launched 25 years ago,” says Steve Mormoris, SVP of American fragrances for Coty Prestige, which markets the scent, along with PVH, owner of Calvin Klein Inc. “Christy is synonymous with the house, and featuring her alongside Ed was a natural choice, because together they perfectly capture the spirit of eternal love.”
Sales of such fragrances are off to a strong start this year. Last week, the NPD Group reported that dollar sales of prestige women’s fragrances are up 8% in the first quarter. The biggest growth, it says, are in the super-premium category of $100-plus per bottle, which now account for 22% of sales. “Women are spending more on their fragrances than last year, treating themselves to something a little more special,” it says in its report.
Colognes are selling better than eau de parfum, making up 90% of sales. Chanel’s Coco Mademoiselle is the best selling brand in the quarter, followed by Dolce & Cabana’s Light Blue and Viktor & Rolf’s Flowerbomb.