The iconic Euphoria fragrance takes another step forward in its creative universe with a special event at Callao City Lights to mark the launch of Euphoria Elixir, the new range of perfumes from Calvin Klein Fragrances, featuring singer Rosalía as the brand ambassador.

The Catalan artist stars in the global campaign, embodying a sensory, feminine and free-spirited universe, in keeping with the brand’s contemporary aesthetic. This launch, sponsored by the perfume company Coty, represents a reinterpretation of the Euphoria universe through three new fragrances: Euphoria Elixir Solar, Magnetic and Bold.

As part of this campaign, the iconic Plaza de Callao hosted a unique experience inviting the public to connect with their most sensual side. Following the broadcast of a teaser clip and the start of a countdown, the Callao City Lights screens displayed the campaign’s 30-second advert for three hours, alternating it with images of the people who chose to take part in the event and an interview with the singer to mark this launch.

A mirror camera and a flower

To bring this experience to life, a pop-up space was set up in the square where visitors could have their photo taken in front of a mirror camera and then see themselves on the outdoor screens of the Callao Cinemas, becoming the stars of the campaign and creating a memorable moment, designed to be shared on social media.

In addition, participants received a printed copy of the photograph, a fresh flower and a sample of one of the three varieties of Euphoria Elixir, as well as information about a promotion at a chain of perfume shops.

With this initiative, managed by Veritas Media, Euphoria strengthens its connection with the public through an immersive experience that goes beyond traditional advertising, combining creativity and participation in one of Madrid’s most iconic locations: Plaza del Callao and the cinema building that bears its name, which is celebrating its centenary this year.