OK, I don’t know about this, from today’s New York Times Style section:

IN 1994, Calvin Klein designed a fragrance that embodied, in its flat little screw-top bottle, the disaffected, sexually ambivalent grunge youth of the moment… A unisex brand that became the olfactory talisman of Generation X, CK One was so authentically grunge it was carried in record stores alongside albums by Nirvana.

Maybe I’m not the best spokesman for Generation X, but in my Seattle high school in the 1990s, when grunge was just becoming “grunge,” CK One was totally homo. Again, maybe I’m missing something. Maybe Garfield High School was not your normal CK One territory. But in my mind, CK One was and remains completely, totally gay, and not in any sort of pejorative way. Just as an olfactory fact.

So for me, the smell of CK One does not bring back memories of Nevermind. Maybe the smell of wet flannel does that, maybe, but not CK One. For me, CK One brings back the memory of every single gay boy I met or hung out with from about 1995 to 2000. I resent it a little bit, but it is definitely the “olfactory talisman” of my first gay crushes, so much so that when I smelled CK One on some gay guys at Seattle’s Pride Parade last year, I knew instantly that they were from way out of town, from a place that had just heard that CK One equaled young and gay.

Anyway.

Next month, Calvin Klein Inc. and Coty, its fragrance licensee, will introduce a sequel to CK One for a new generation, the so-called millennials, and in doing so, they will attempt to capture lightning in a bottle for a second time. Calvin Klein, now without its namesake designer, hopes to rejuvenate a fragrance embodying the essence of hip 20-somethings — even at the risk that such a notion is as outdated as a Prince song about partying like it’s 1999…

The CK in2u bottle, designed by Stephen Burks, is made from the same materials — white plastic and glass — recognizable in an iPod. (Fabien Baron designed the original bottle.) The name is written in the shorthand of an instant message, a casual invitation to sex so immediate as to imply there was no time to spell it out: “in to you.”

“We have envisioned this as the first fragrance for the technosexual generation,” said Mr. Murry, using a term the company made up to describe its intended audience of thumb-texting young people whose romantic lives are defined in part by the casual hookup.

Last year, the company went so far as to trademark “technosexual,” anticipating it could become a buzzword for marketing to millennials, the roughly 80 million Americans born from 1982 to 1995. A typical line from the press materials for CK in2u goes like this: “She likes how he blogs, her texts turn him on. It’s intense. For right now.”

Here’s a great spoof of that ad copy. (Memo to Calvin Klein: Bloggers are known for many things, but not for being smoking hot.)

The reaction from some “millenials” is my favorite part. Here’s one:

Youngna Park, 24, a freelance photographer, would seem to be just this kind of individual and consumer. She has been interviewed by companies looking to tap into the millennial mind-set (though not by the researchers for CK in2u). Ms. Park moved to New York two and a half years ago and began taking pictures in restaurants and writing an online food column for Gothamist, a blog for urban markets. Her network of friends and professional contacts was forged partly through the Internet, and she has occasionally dated people she met online.

She would seem an ideal candidate to illustrate the term “technosexual,” if the idea did not immediately turn her off. “That’s such a weird phrase,” she said. “I just imagine kids putting on cologne to sit behind their computers. That’s really weird.”

What does it smell like? Is smells, apparently, “spontaneous and seductive.”

The women’s scent includes notes of pink grapefruit, bergamot and red currant with a core of neon amber, the common denominator of all Calvin Klein scents. The men’s version of CK in2u is more beachy, with a salty mix of lime, cocoa and musk.

Because millennials are used to fast-moving information and images, Ms. Gottleib said, the fragrance is meant to be quick-acting and immediately recognizable on the skin. Their food and drinks, like Smartwater and coffee-flavored colas, and gum charged with flavor crystals, all come in high-definition, intensified varieties. So their fragrance should also seem busy.

“More than anyone, Americans smell with their eyes and their brains before they smell with their noses,” she said.

I don’t even know what that last quote means, but good luck, CK in2u.