Perfume Brands Calvin Klein & Bvlgari - Essay Example

Perfume Brands Calvin Klein & Bvlgari Introduction Calvin Klein and Bvlgari are two most renowned s in the world perfume industry. Both the brands have their product varieties catering to men and women customers. Until recently Calvin Klein perfumes were produced and marketed by Calvin Klein Cosmetics Company (CKCC). CKCC was a Unilever brand until few years back but its licensing agreement was then bought from Unilever by Coty Inc. Calvin Klein perfumes were known for its premium brand value and extremely good fragrance of all kinds.

Eternity and Obsessions are the two popular perfume varieties of CK. These two are offered for both men and women. Bvlgari is the Italian luxury goods manufacturer. Like CK, Bvlgari too has wide array of luxury perfumes catering to the needs of men and women. Voile de Jasmin, Aqua, Pour Homme, Omnia and Rose Essentielle are the popular Bvlgari fragrances. All these names are well placed in the premium perfume segment. Together, CK and Bvlgari form the biggest names in the luxury fragrance industry.

Main body Behind the huge success of the brands are not just the marketing activities alone. A major part of the success can be attributed to the perfumers who are in continual efforts to develop the best formula that gives the heavenly fragrance. There are basically two types of fragrances based on the skin scents. The first kind emits its own fragrance or forms the major portion of the overall smell. The second kind helps to enhance the skins own scent by giving it a better fragrance. Compared to CK, Bvlgari is more specialized in the second kind which is more unique.

Another factor that differentiates both the brands is the customers that they target. CK is mostly targeted on the young professionals while Bvlgari focus more on the middle aged group. Also, CK offers more perfume varieties compared to that of Bvlgari. Another success factor behind both the brands is the design of the perfume bottles. Unlike any other products, the shape, design and size of the package plays a very important role in the perfume products. Customers are equally attracted by the design of the bottles.

The shape of the bottle itself conveys whether the perfume is meant for men or women. Both the companies also manufacture perfumes that are unisex. One of the exclusive products of Bvlgari is their tea scents which primarily cater to the women customers. But there are also green tea scents for men. Both the brands differ between each other based on their advertising strategies. CK uses more sex appeal in their advertisements than Bvlgari. The main reason for this is that CK targets more of young customers.

Conclusion Though Calvin Klein and Bvlgari are competing brands in the perfume industry, both cannot be compared together for a ranking. They both cater to the needs of the different customer groups. Both the brands distinguish each other from their brand communication, targeted customers and the products itself. Both the brands held tightly to their tradition and their own brand image and produced fragrances that customers expected from them. This made them successful in such a highly competitive industry.

Works Cited “Calvin Klein Perfume and Bvlgari Perfume – A Look Back.” Tiffany Jewelry Store. 24 May 2011. Calvin Klein Fragrances. 2011. 24 May 2011. Bvlgari. 2011. 24 May 2011.