USA. Calvin Klein Inc, a wholly owned subsidiary of Phillips-Van Heusen Corp, has entered into a strategic licensing agreement with Markwins Holding Company to launch a new line of colour cosmetics and skin care products under the newly established brand, ck Calvin Klein Beauty.
It is the company’s second foray into the cosmetics sector. Unilever Cosmetics International (UCI) – which formerly held the company’s beauty license – first launched a make-up line in 2000.
That collection was discontinued in 2003. Coty acquired the UCI prestige fragrance business earlier this year (The Moodie Report.com, 21 May).
ck Calvin Klein Beauty will be positioned to align with the global ck Calvin Klein bridge apparel and accessory lines. The new beauty line will be introduced at retail during spring 2007 in the USA, Europe, parts of Asia, and in travel retail stores worldwide, before being rolled out globally.
To maintain an exclusive distribution, the line is slated to launch in approximately 150 doors at retail in the USA and in around 100 doors in Europe and Asia, within the first year.
The introduction of skin care products is planned for spring 2008.
The product line, described as cutting edge, will appeal to a multi-cultural, fashion-forward consumer, and will include a core line of classic signature products that will be the mainstay of the collection.
The line will feature over 300 skus, in a full range of shades and textures, with an emphasis on foundations, eye shadows, lipsticks and lip glosses. The line is also planned to include powders, concealers, blushes, bronzers, illuminators, eyeliners, mascaras, eye and brow pencils, lip pencils, nail lacquers, and a collection of make-up brushes.
During the launch year and seasonal periods, limited-edition premium collections will complement the core collection. There will also be special products created exclusively for the travel retail channel.
Packaging and display for the line will be designed by Fabien Baron, in conjunction with CRK, Calvin Klein’s in-house advertising agency. The appointment of an internationally recognised make-up artist will be announced shortly.
The advertising campaign is scheduled to break in spring 2007 magazines, to coincide with the product launch. The introduction will also be supported with strategic marketing and strong public relations programmes.
Markwins will maintain a showroom at its headquarters in California and it and its affiliates will also operate separate product display showrooms within key markets in Europe and Asia, as well as New York City, where Markwins or their affiliates have offices.
“We have been anxious to get back into the colour cosmetics business and have been evaluating potential partners and opportunities for quite some time,” commented Calvin Klein Inc President & Chief Operating Officer Tom Murry.
“In Markwins, we have found a highly qualified partner with significant experience and incredible resources. Within Markwins’ brand universe, ck Calvin Klein Beauty will be positioned as the crown jewel of their cosmetics business, with a dedicated team to support the development of the brand.”
“Markwins International, a global leader in cosmetics innovation, looks forward to building the ck Calvin Klein Beauty brand into a market leader in the prestige cosmetics retail channel, and to reinvigorating the make-up category,” added Markwins International Corp Chairman & CEO Eric S. Chen.
“Under the leadership of Jeffrey Ten, President & Global General Manager, we expect to capitalize on Calvin Klein’s successful global portfolio of luxury fashion products and fragrances to become one of the leading cosmetics brands in the world.”
MORE ABOUT MARKWINS
Markwins International describes itself as one of the world’s leading manufacturers and marketers of cosmetics and accessory products. The company distributes directly to both the leading prestige and mass retailer chains in over fifty countries. It is one of the top ten make up manufacturers in the USA and is ranked in the top twenty globally.
Markwins manufactures and markets both cosmetics and accessories under its own brands WetNWild, Black Radiance, Tropez, Jonel, The Color Workshop, The Color Institute, and Soho, as well as its licensed brands, Bratz and now ck Calvin Klein Beauty.
Markwins International maintains its global corporate headquarters in Los Angeles and affiliate offices in over twenty countries.
MORE STORIES ON CALVIN KLEIN
Coty completes purchase of Unilever’s prestige fragrance business – 11/07/05
Calvin Klein bottles Euphoria to create new fragrance masterbrand – 05/07/05
Calvin Klein obsesses anew with dark fragrance duo – 08/06/05
Coty to acquire Unilever’s prestige fragrance business – 21/05/05
