You're smelling very bloggy today

There's a top note of freshly laundered pajamas, along with a hint of stale pizza and compressed air. Calvin Klein launches perfume geared to "technosexuals."

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.”

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