Calvin Klein's new fragrance, in2u, is being aimed at "technosexuals," a term they've actually trademarked (maybe someone in their marketing department is a fan of this guy). Not being a part of this 20-something, thumb-texting generation aka Generation Y or the Millennials [Who comes up with this shit? It sounds like a group of bad guys from the X-Men] who likes to have casual NSA sex, I can't say whether or not I'd buy into it. According to CK execs, these people are over smelling like J-Lo, Britney or Paris, like their stuff to look like iPods, and according to their press materials, “She likes how he blogs, her texts turn him on. It’s intense. For right now.” Do they really think these plugged-in, uber-tech-savvy, hi-def, cynical young adults won't see through this ploy?

Check out the NYT's piece on how the company that made Brooke Shields famous for showing off her pubescent ass in their jeans plans to unleash the scent for click-happy Reagan-babies looking for easy internet hook-ups.