In 2016, MGI Entertainment successfully secured Australian actress Margot Robbie as the global face of Calvin Klein’s Deep Euphoria, the third fragrance in the brand’s iconic Euphoria collection.
Positioned as the “more modern, empowered sister” to the existing Euphoria fragrances, Deep Euphoria marked a new chapter for the brand — one defined by confidence, strength, and contemporary femininity.
A Perfect Cultural Alignment
At just 25 years old, Margot Robbie was one of Hollywood’s most compelling rising stars. Following her breakout role in The Wolf of Wall Street (2013), she was entering a defining phase of her career, balancing critical acclaim, box-office success, and growing fashion influence.
Announcing the partnership, Vincent Brun, Senior Vice President of Global Marketing at Calvin Klein Fragrances, Coty Inc., said:
“Margot Robbie perfectly embodies the modern femininity of Deep Euphoria — confident, empowered, and effortlessly sensual.”
Her appearance at the Met Gala, dressed in a white silk crepe strapless Calvin Klein gown with cut-outs, further reinforced the authentic alignment between the actress and the brand’s refined, modern aesthetic.
A Career-Defining First
The Deep Euphoria campaign marked Robbie’s first-ever fragrance endorsement, a milestone moment in her growing global portfolio. She fronted the global print and television advertising campaign, which rolled out internationally in August 2016, ahead of the fragrance’s fall release.
MGI Entertainment played a key role in securing the partnership, identifying the strategic intersection between Calvin Klein’s fragrance evolution and Robbie’s accelerating global momentum.
A Defining Year
2016 proved to be a standout year for Robbie, with leading roles in:
- The Legend of Tarzan as Jane Porter
- Suicide Squad as Harley Quinn
The campaign benefited from unprecedented cultural visibility across film, fashion, and beauty, amplifying its global impact.
The MGI Approach
At MGI Entertainment, we specialise in aligning world-class talent with brands at moments that shape careers and culture. The Margot Robbie × Calvin Klein Deep Euphoria collaboration remains a defining example of how thoughtful strategy, cultural insight, and authentic partnerships deliver lasting global resonance.
Key Learning
Timing is everything. Securing talent at the moment of transition — just before full global saturation — allows brands to grow alongside the talent, not chase them after the peak.
Firsts matter. Being an artist’s first fragrance or category endorsement creates stronger credibility, deeper commitment, and long-term brand association.
Culture drives commerce. Aligning a product launch with broader cultural moments (film releases, fashion visibility, red-carpet moments) significantly amplifies impact.
Authenticity wins. Partnerships resonate most when the talent genuinely reflects the brand’s values, aesthetic, and audience — not just their fame.