CK puts pounds 6m into colour cosmetics

Calvin Klein Cosmetics, the Unilever-owned fragrance arm of Calvin Klein, is to launch a colour cosmetics range in March, backed by an estimated dollars 10m (pounds 6.2m) global promotional spend.

Calvin Klein Cosmetics, the Unilever-owned fragrance arm of Calvin

Klein, is to launch a colour cosmetics range in March, backed by an

estimated dollars 10m (pounds 6.2m) global promotional spend.

The UK launch is exclusive to Selfridges for the first six months,

before rolling out to 20 further stores.

The cosmetics range will be available in 100 stores worldwide, about

half of which are in the US. It includes lipstick, foundation, skin care

products, eye makeup and accessories. The range will be aimed at the

middle market, with a lipstick costing pounds 12.50, and moisturiser

pounds 23.50.

The launch will give the Calvin Klein brand its own permanent counters

in department store beauty halls for the first time. Its fragrances,

such as CKOne, CKbe and Obsession, are currently sold on general

fragrance counters.

The range will be supported by print advertising, created by

photographer Raymond Meier, and featuring the model Yfke Sturm. No TV

advertising is planned.

Media arrangements for the UK will be handled by Initiative, Calvin

Klein’s media agency for its fragrances.

There is also likely to be a heavy in-store effort, with sampling and

demonstration, and shared advertising with department stores.

The launch comes as Giorgio Armani and Ralph Lauren, both licensed to

L’Oreal, are expected to enter the colour market, the fastest-growing

upmarket beauty category. The Tommy Hilfiger brand, licensed to Estee

Lauder, has successfully launched a range of makeup in the US and will

bring it to the UK next year.


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