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Mankind - Kenneth Cole

August 26, 2014

CONCEPT
Kenneth Cole introduces Mankind, a bold new fragrance that celebrates the evolution of the modern man; confident, connected and ready to take on today’s challenges. He is performance driven yet also understands the importance of achieving balance in his life, whether in his career, relationships or latest adventures. Accomplished but humble, competitive yet fair, witty yet respectful-- this is the new Mankind.
“Mankind appeals to the guy who knows what he wants and expresses it daily through his actions, his style, and overall essence,” said Kenneth Cole, Chairman and CEO of Kenneth Cole Productions. “This fragrance not only marks a new chapter in our portfolio of fragrances but also, we believe, defines the mindset of men today.”

FRAGRANCE
Mankind is an aromatic woody delivering a fresh, modern and masculine scent created by Claude Dir, Perfumer at Givaudan in collaboration with Jennifer Mullarkey, Fragrance Developer for Parlux Ltd.
Mankind opens with a fresh blend of cardamom, tarragon leaves, zesty ginger and a splash of pineapple. It continues into a masculine blend of cedarwood, vetiver root and cinnamon then transforms into a rich, enticing drydown of sandalwood, oak moss, tonka and sexy skin musk.
The Mankind by Kenneth Cole collection will debut at major department stores nationwide in March 2014.

BOTTLE DESIGN
Driven by Kenneth Cole’s signature attention to detail and craftsmanship, designer Chad Lavigne captures the essence of Mankind with a sleek, tailored bottle. Encased with leather, affixed with chrome bolts and topped off with a leather-wrapped cap, the bottle speaks to the quality and masculine style of the modern man.

DIGITAL FOCUS
Because a large part of the Mankind guy’s time is spent on line, we are focusing on digital “out of the bottle thinking” and experiences that are geared towards making him a better man. Part of the digital experience will include a Mankind microsite that will function as an entertaining hub. Broad stroke content to include: campaign imagery and video content, a blogger and sweepstakes program, brand partnership programs, a Man Up for Mankind contest, as well as information about a sharable mobile activation where men will be awarded with real life rewards.

ADVERTISING CAMPAIGN
The group image of modern men captures the collective energy and style of diverse individuals who personify Kenneth Cole’s vision of the new Mankind. Each man delivers different traits of the modern man with a spirit of camaraderie. The campaign was photographed by Hunter & Gatti and styled by Benjamin Sturgill. The Mankind models are Tripp Dixon, Vincent Harrington, Charles Melton, Steven Patenaude, and Philipp Schmidt.