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Calvin Klein cK be positioning emphasizing "individuality" reflected in September ads.

This article was originally published in The Rose Sheet

Executive Summary

CALVIN KLEIN cK be POSITIONING EMPHASIZING "INDIVIDUALITY" will be portrayed in a national advertising campaign breaking in September, Calvin Klein Cosmetics said. In differentiating between the company's newest unisex fragrance addition and its successful cK one unisex scent, the Unilever division explained that while cK one "taught us how to live together and to share," cK be "invites us to express our individuality...to be who we are, even in a group" and "encourages us to think and act freely, to be unpredictable and to do things we've never done before."
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