Calvin Klein launches Second Life virtual perfume

By Clement James on Mar 22, 2007 10:55 AM
Filed under Oddware

Virtual scent for a virtual world.

The Second Life virtual community continues to attract more big names from the real world.

Calvin Klein this week became the first global fragrance brand to launch in the virtual world.

Second Life residents and visitors will be able to visit the CK IN2U site to pick up virtual bottles of the new IN2U fragrances for him and her. They will be able to spray virtual partners with virtual "fizzing fragrance bubbles" to initiate dialogue.

Customers can also use specially modified Calvin Klein graffiti bottles to express themselves and whatever they or their friends are 'in 2'.

UK consumers who want a sniff of the real thing will be able to click through to the CK IN2U website to request a free 'real world' sample.

Calvin Klein is also launching a photography competition and gallery, offering avatars the chance to post a snapshot of any image that inspires them in the virtual world.

The winner will become a 'millionaire', taking the 1,000,000 Linden dollar prize money.

Lori Singer, vice president of global marketing at Calvin Klein Fragrances, claimed that the perfume will appeal "technosexuals".