CKIN2U
spontaneous. sexy. connected.

"She likes how he blogs, HER TEXTS TURN HIM ON. It's intense. For right now." Personally this kinda sounds like a line from my favourite film Napoleon Dynamite (2004) not that it's a bad thing:

Uncle Rico: What about your girlfriend?
Kip: Well, things are getting pretty serious right now. I mean, we chat online for, like, two hours every day so I guess you could say things are gettin' pretty serious.

Calvin Klein's new fragrance. is aimed at today's 13- to 25-year-olds ,the "technosexual generation" raised on computers, cell phones, iPods and -- if the ad is any indication -- porn).

Called in2u, the product's bottle is "made from the same materials — white plastic and glass — recognizable in an iPod," according to an article in the New York Times, and the "name is written in the shorthand of an instant message."

LOLWTF? Ok. Back to the article...

Everyone’s fave scent-maker, the wonderful Calvin Klein, has just released a brand-new fragrance, and naturally, we’re here to bring it to you in all its woman-roping goodness. Here’s what the press release had to say:
 
New York, DATE – From the House of Calvin Klein comes the newest addition to the ck family: ck IN2U.  Calvin Klein captures the cultural zeitgeist of the millennial generation with the launch of the first non-unisex ck fragrance:

ck IN2U for him and for her.  By now, we’ve all heard the buzz-worthy term metrosexual, which is the term for the modern man interested in style, fashion, culture, and grooming.  Inevitably, the
metrosexual has spawned an offshoot: the technosexual..

With technosexuals, ck takes a step further by creating a lifestyle term not defined by music or fashion, but its use of technology. 
By definition, the technosexual (tek.noh.SEK.shoo.ul) is "a dandyish narcissist in love with not only himself, but also his urban lifestyle and gadgets; a straight man who is in touch with his feminine side but has fondness for electronics such as cell phones, PDAs, computers, software, and the web."  

But ever the challenger of the status quo, ck’s own definition of technosexual is a collective noun used to describe young people who connect via their electronic devices – often with the intention of hooking-up*.  ck has officially copyrighted this universal lifestyle term as a way to communicate with consumers in their own language.

*Hooking-up, verb: to meet up, often with the intention of sexual activity.

Obsessed with gadgetry, the technosexuals are continually at play on the web or on their phone. 
Their mantra could be: “connection without commitment.”  ck IN2U reflects that philosophy of instantly sexy, forward and playful. 
Even the brand name reflects this group’s fascination with technology – the language of text.  From IMs to TXTs,
whether it's “CU L8R” or “LUV U,” it’s all about short bursts of instant info in easily-digestible bites.

[Press Release]

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[Press Release]