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New Frangrance Launch

The latest fragrance in the Calvin Klein family is ckfree. According to the brand, the men's fragrance is inspired by "the spirit of the modern, independent man who lives every day to the fullest".

The woody yet fruity fragrance features top notes including absinthe and juniper berry, mid-notes of tobacco, coffee and suede, and supported by a backbone of patchouli and cedar.

The campaign, which was directed by Fabien Baron of Baron & Baron, was shot in Baker, California. The ads feature plenty of panoramic views of the desert, with Dornan behind the wheel of a vintage car. The campaign is intended to convey a man that's "cool, relaxed and free-spirited...he does what he wants and is in control of his own destiny". The fragrance will launch internationally during mid-September 2009.

Dornan will also appear in ads for Calvin Klein Jeans and Calvin Klein Underwear alongside Eva Mendes.

Wal-Mart News:

Wal-Mart shoppers will be able to vote on what non-food products, particularly clothing and gifts, the retail giant stocks under a new initiative being launched in the autumn.

In a bid to harness new technology, empower customers and ensure that it has the right products on its shelves, Wal-Mart will allow groups of customers to vote on which non-food products from China it should place orders for.

Rick Bendel, Wal-Mart's international chief marketing officer, said the initiative will be used for non-perishable products that have long lead-times.

"When our buyers in China are buying products nine months in advance, we will give them a phone, they will take a picture of the product and e-mail it to customers, and 1,000 customers will vote on whether we buy it,'' The Daily Telegraph reported him as saying.

The move is part of a Wal-Mart strategy to "use digital in a much more practical way,'' Bendel said.

The initiative could also have a major impact on the types of goods that are exported from China as orders from Wal-Mart account for around 10% of exports from the country. The system could then be rolled out to other manufacturing hubs that Wal-Mart sources products from.

The customers who vote on the products will be taken from Wal-Mart's 'Pulse of the Nation pool' a group of 18,000 shoppers who the retailer regularly polls on a variety of issues.

In a National survey conducted by Eco Pulse it was noted “ Green is Officially on Mainstreet- But consumers are confused, skeptical about products. Many consumers do not understand green terminology.

The flowing information is provided by: The SHELTON GROUP:

Founded in 1991 by Suzanne Shelton, Shelton Group is an advertising agency located in Knoxville, Tennessee, focused exclusively on motivating mainstream consumers to make sustainable choices.

In a National survey conducted by Eco Pulse it was noted “ Green is Officially on Main Street- But consumers are confused, skeptical about products. Many consumers do not understand green terminology.

When asked "Which is the best product description to read on a label?" the respondents clearly chose natural over organic. · 100 % Natural                       - 31 % · All Natural Ingredients         - 25% · 100% Organic                       - 14% · Certified Organic                  - 12%      The survey also discovered most Americans (60%) are looking for green products: When asked  "How do you know a product is green?" the top responses reflected the belief that it’s difficult to really know: ·22% said they don’t know for sure ·20% said they can determine on package or label ·15% said they read specifically the ingredient label ·13% said they determine it by the package stating  “ Environmentally Safe or Friendly”    People are uncertain what to trust, so there's almost a ‘buyer beware’ attitude in the market, with consumers feeling they have to rely primarily on what they can read on the label. Consumers want a trusted source for accreditation, one that is simple to understand. Trust is clearly an issue for consumers. The survey found they don’t exactly trust companies’ motives for going green. Asked, "Why do you think most companies that adopt environmentally-friendly practices do so?" one quarter of respondents chose "to make their company look better to the public" and only 7 percent chose "because their owners/shareholders care about the environment." When asked what they would do if a company that makes one of their favorite products and had been advertising itself as green received a government fine for failing emissions standards or for polluting a nearby stream, 40 percent said they'd stop buying the product. More importantly, 36 percent would not only stop buying, they'd encourage friends not to buy the product. “This is a clear message to corporate America: Don’t ‘greenwash. There's more potential for backlash with a half-hearted green claim than there is for an increase in sales.”

Archived Articles

'The Rose Sheet'
TOILETRIES, FRAGRANCES AND SKIN CARE
Printed By Steve Tanner Firm:(Arylessence Inc) on [April 27,20091
Arylessence Targets Fragrances To "Deep Trends" In Consumer Marketplace
April 27, 2009
Volume 30 1 Number 01 7 1 page 11

Consumers continue to champion "greenness" and social responsibility while seeking value
and personal care that is sensitive to their individual wants and needs, according to the 2009
TrendWatch report from fragrance developer Arylessence.

Issued annually as part of Arylessence's service to its clients, the TrendWatch report offers
insight into the lifestyles and motivations behind purchasing trends in the consumer goods
marketplace.

TrendWatch also highlights offerings from various personal-care brands that effectively tap
into the trends identified, and outlines ideas for product development.

It is no surprise that in the current economy consumers have an eve out for added value
("Value+") in the form of multiple product benefits. Creative fragrance use emphasizing the
aroma-therapeutic merits of perfume is one way to layer on benefits, Arylessence says.
Director of Marketing Lori Miller Burns explained from the consumer's standpoint: "I'm not only
going to get to wash my hair with this great shampoo, but it also contains lavender so I get to
relax." Arylessence's DeoEssence Lavender & Vanilla "offers the relaxing benefits of lavender
[and] the soothing and comforting scent of vanilla."

By the same logic, a product formulated with the firm's Uplifting Pomelo &White Tea fragrance -
"a delightful combination of nurturing, stress-relieving white tea infused with sparkling,
effervescent pomelo" - might appeal to the value shopper.

Consumers also are being drawn increasingly to customized goods and brands that present
them with options to suit their personal preferences, according to the report's "Tailor Made"
section.

Burns noted that sets of fragrances that can be used individually or in combination to express
different moods or suit different occasions - for different sensory experiences - are popular
with consumers.

Arylessence spotlights Urban Botanic's UB YOU signature fragrance kit and Johnson &
JohnsonlNeutrogena 's SkinlD line for personalized acne treatment as examples of
customized offerings that award a "one-of-a-kind" experience ('"The Rose Sheet" June 16,
2008, Marketing In Brief).

Living green continues to be a priority for consumers, the firm says Arylessence cites its Hydro scent, in which "a fresh sea-salt breeze drifts over crisp ozone, aquatic lily, hyacinth, and cool spring water infused with soft musks and Atlantic driftwood, and its Solar scent, characterized by "the zesty allure of fresh-picked Mediterranean lemon" - both of which contain renewable materials from the paper industry - as fitting ingredients for an eco-conscious product.

"Be(cause) You Care"
Consumers' sense of social responsibility and support of charitable causes endures as well,
according to Arylessence.

Burns said the firm supplies its clients with fragrance ingredients sourced through fair-trade
arrangements and can help marketers "convey the message of a select cause through
inspirational fragrance notes or by creating a signature that reflects the personality of the
cause." The firm cites its African Baobab & Marula fragrance and Arabian Coffee Berry as
possibilities.

Connection to friends and family, along with the "cocooning" or "nesting" phenomenon of
consumers staying at home - particularly as the economy worsens - are components of what
Arylessence calls the "Social 'Security"' trend.

The firm recommends its Home-made scent comprising "taste-tempting nuances of orchardfresh
red apple and tart green apple, embellished with a spicy dash of warm cinnamon [to] capture the inviting aroma of home-made cobbler."

While consumers may be sticking closer to home, they are curious about foreign, particularly
Eastern countries and relish the idea of "visiting" exotic locales through fragrances like
Indonesian Mangosteen and Thai Champaka & Lotus, Arylessence suggests in the report's
"Universal Reach" chapter.

"Sheer Transparency," "Good For You," "Experiential Bliss" and "Epicurean Art" are four more
trends discussed in the report, which also identifies eight major packaging themes and 142
product design and packaging innovations.

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Chris-Matic has launched this NEW Web site to make it easier for you to view their entire product line and let you order samples and brochures faster by clicking a few buttons. You can also learn more about the company and new location by checking out "About Us." The Web site was created by Greg Hunter at argyleconcepts.com and Matt Rigg at mjrigg.com. Please send any recommendations for our new site to ghunter@argyleconcepts.com.