On Thursday night Calvin Klein had a launch party for its next generation version of CK One, the commercially successful scent that was marketed to both sexes in the '90s.
The new scent, which comes in "him" and "her" versions, is called "CK in2u," texting shorthand for "in to you." The scent's name and iPod-simplistic packaging is an obvious nod to the generation who seem more interested in Web 2.0 and iPods than fashion.
Calvin Klein has trademarked "technosexual," according to The New York Times, in anticipation of the buzzword defining the 20-something generation.
CK in2u even has its own multimedia community Web site, featuring student films answering the question "What are you in 2?"
The blogosphere is skeptical that anyone into tech would douse themselves before sitting down to IM or vlog and the twenty-something bloggers seem offended that they are presumed to be so shallow. Who needs perfume when most of your friends are meeting you in Second Life and on MySpace?
Blog community response:
"This would probably be acceptable if it were from Prince, but the shorthand is pretty dumb and something few 20-somethings would want to buy. Then again, maybe it's to prepare us for the inevitable follow-ups, CK LOL, CK ROFL, and CK ;)."
"By using text messages, iPods, and sex to market to our generation, companies are only turning us off. While we may enjoy gadgets and blogs, we still deserve to be treated as intelligent adults. Our generation is expected to be faster, stronger, more attractive, and move our way up the corporate ladder than any previous generation. Perhaps a little more respect would serve Calvin Klein better than sexing up a text message and calling it a slogan."
"You are correct in the assumption that we spend exuberant amount of time on the internet and use our own "internet lingo," which even I need help deciphering sometimes. You would also be correct in assuming the majority of us would rather text friends or boy/girlfriends instead of actually calling them. You went wrong when you decided it would be smart to point out the obvious and make up your own term "technosexual" to define us. We know exactly how we use the technology given to us and we don't care if others may find it strange. If we wanted another label it would have already been on Urban Dictionary or Wikipedia."
--Pink Rock Candy