Calvin Klein moves back to cosmetics

Tina Milton

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Calvin Klein plans to launch a new range of cosmetics and skincare products, with a special line for duty-free, after confirming a deal with Markwins International

Calvin Klein has confirmed a licensing  agreement with cosmetics manufacturer Markwins International to launch a range of colour cosmetics and skincare products under the newly established brand, ck Calvin Klein Beauty.

The new line will be introduced in Spring 2007 in the US, Europe, parts of Asia and duty-free stores worldwide, and then rolled-out to key markets globally.  The range will be introduced to about 150 doors in the US and 100 doors in Europe and Asia, within the first year. The launch of skincare products is scheduled  for Spring 2008 and the company will introduce a dedicated cosmetics line to duty-free and travel-retail markets.

LCI Cosmetics International, formerly Unilever Cosmetics International, previously held the Calvin Klein beauty licence in 2000, but the range was discontinued in 2003.

Ck Calvin Klein Beauty products will be designed to appeal to multi-cultural, fashion-conscious consumers,  including  a core line of signature products that will be the mainstay of the collection. Over 300 skus will be available in a number of different colours and textures, including foundations, eye shadows, lipsticks and lip glosses, powders, concealer, blusher, bronzers, illuminators, eyeliners, mascaras, eye and brow pencils, lip pencils, nail varnish and a collection of make-up brushes. During the launch and seasonal periods, limited edition premium collections will complement the range.

Packaging will be designed by Fabien Baron who will work with Calvin Klein's in-house advertising agency  CRK. The company also plans to appoint an internationally recognised make-up artist to drive developments.

The advertising campaign is scheduled to break in Spring 2007 to coincide with the product launch, supported by a marketing and PR campaign.

Calvin Klein president and chief operating officer Tom Murry said: "We have been anxious to get back into the colour cosmetics business and have been evaluating potential partners and opportunities for quite a while. With Markwins' brand universe, ck Calvin Klein Beauty will be positioned as the crown jewels of their cosmetics business, with a dedicated team to support the development of the brand."

Chairman and CEO of Markwins International Eric Chen said: "Markwins International looks forward to building the ck Calvin Klein Beauty brand into a market leader in the prestige cosmetic retail channel and reinvigorate the make-up category. Under the leadership of president and global general manager Jeffrey Ten we expect to capitalise on Calvin Klein's successful global portfolio of luxury fashion products and fragrances to become one of the leading cosmetic brands in the world."