Calvin Klein Inc. is adding a little color to Cosmoprof this week.
That's where the company is unveiling the first pieces of cK Calvin Klein Beauty, its new color cosmetics collection with licensee Markwins International. It also marks the first time that CKI has been a part of Cosmoprof, the trade fair held each spring in Bologna, Italy.
The new cosmetics line, with upward of 200 stockkeeping units, is designed to appeal to a multicultural, fashion-forward consumer, said Tom Murry, CKI's president and chief operating officer. A full range of shades and textures are in the plans, along with foundations, eye shadows, lip colors, concealers, mascaras, lip and eye pencils, nail polish and makeup brushes. Price points, which average $15 to $18 per item in the U.S., are intended to be consistent with other entry-level prestige brands, said Murry.
Like the makeup done with its prior licensee, Unilever Cosmetics International (UCI), the Markwins incarnation features sleek Lucite compacts — although the newest versions are of black interior cases overmolded with clear Lucite and the cK Calvin Klein logo in white. The previous line used clear Lucite exclusively.
"To me, this specific product [line] is a total continuation of Calvin's aesthetic," said Fabien Baron, who designed the packaging for the new makeup lineup with CRK, Calvin Klein's in-house advertising agency. The last cosmetics line had sharp-edged compacts, while the new ones are square with rounded corners.
The new collection bears the moniker cK Calvin Klein Beauty, while the first used the Calvin Klein name. "The last makeup line was more of a Collection direction, while the new beauty line is more CK-related," said Baron. "Like CK, the new beauty brand is a little trendier than Collection, a little bit more fashion-forward and youthful."
Eric Chen, chief executive officer of Markwins, noted that the cosmetics will launch first in Italy in late May, followed by France in June and the U.S., the U.K., Canada and Mexico in September. In the U.S., the line will initially be sold in select Macy's doors, said Chen. Roughly 1,000 doors are planned for Europe, including both perfumeries and department stores. In October, Hong Kong will get the color line, followed by Japan, Taiwan, Korea and Shanghai and Beijing.
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