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
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
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.