CK One – The Unisex Make Up Line.
Popular unisex fragrance CK One is expanding into color cosmetics, with aims to offer simple makeup to suit both men and women. Comprising products including skin perfecting concealers and foundation as well as bronzer, blush, mascara and color cosmetics such as eye shadow and lipstick, the packaging will be matte black and white to evoke the practical approach to beauty. Many items have been designed to make life easier, including a 3-in-1 Face Makeup which blends serum, primer and face makeup into a lightweight formula. The collection will launch at Spanish department store El Corte Inglés in March before reaching destinations including the US, Australia and France in April. Other countries including the UK, Germany and Brazil will follow in fall 2012. Price points begin at around $13. The ad campaigns will launch in March, starring an array of models including Lara Stone and males such as Viggo Jonasson and Yuri Pleskun. It is expected the line’s simplistic approach will appeal to men too. “CK One color is not about transformation or dramatization. It’s about looking real, defining yourself and adding intensity,” VP of marketing for Calvin Klein Fragrances Thomas Burkhardt was quoted as saying in WWD.
