I somehow managed to get myself on television on Friday. Citytv international’s Amber MacArthur was doing a piece on the new Calvin Klein perfume in2u and I guess I was the subject matter expert. The marketing is just nutty for this brand. Here is an example of the crap they are coming up with.
â€œWe have envisioned this as the first fragrance for the technosexual generation,â€ said Mr. 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.
Last year, the company went so far as to trademark â€œtechnosexual,â€ 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: â€œShe likes how he blogs, her texts turn him on. Itâ€™s intense. For right now.â€
She likes how he blogs, her texts turn him on. BARF! This drivel is just not computing in my brain. I refuse to believe they are serious about trying to market this to the blogging crowd!
View Citytv International segment
It’s weird being reduced to a few sound bits but to expand on my last point. While I like to think that blogging is mainstream, it’s not the case and for now there are many people who will believe in the Calvin Klein version of the Internet generation.
Buzzfeed has been tracking the best Technosexuals links across the web.