Yesterday in New York City, Coty Prestige unveiled the new ck one color collection. The make-up is being introduced in selected domestic markets this month – starting with Spain and Portugal with El Corte Ingles – and will make its travel retail debut this September. It is a significant launch both for the ck one brand, and for Coty, which is in the process of evolving from a specialist fragrance to a full beauty house.
 |
The ck one color collection was showcased at an exclusive preview of the brand’s Fall apparel and accessories lines |
“In the beginning, for each country we will launch with one exclusive retail partner, in a limited number of doors,” explained Coty Prestige Vice President Marketing Calvin Klein Fragrances Thomas Burkhardt. “We wanted to be humble about the fact that launching a make-up brand is a major undertaking, and I think that the biggest mistake we could make is to launch it like a fragrance, in many doors, all at the same time.”
Burkhardt described the collection’s positioning as entry level prestige. He confirmed that it was a key development for Coty, with target retail sales of up to US$50 million in the next two years.
 |
 |
 |
Models strike a pose in New York City, as media guests were immersed in the ck one universe |
The make-up was showcased during an exclusive preview of the Fall 2012 Calvin Klein apparel and accessories collection, hosted by Kevin Carrigan. The cosmetics introduction was further promoted yesterday evening, at the launch party for the new album, the night the sun came up, from emerging US music star Dev who, along with style blogger, model and DJ Bip Ling, and graffiti artist Miss 163, is part of the ck one color “tastemaker cast”.
 |
Coty Prestige’s Thomas Burkhardt: “We wanted to [acknowledge] that launching a make-up brand is a major undertaking.” |
This cast aims to embody the cool and authentic positioning of the brand; every member is said to use colour in interesting ways relating to their specific genres. In addition, the trio will help to build “brand buzz”, and generate digital content through social media channels and their existing fan bases.
The ck one color collection is described as the unique evolution of the ck one brand. According to Coty, it offers a simplified approach to beauty, embracing individualism and defying stereotypes. It is said to be authentic, confident and cool – all core values of the wider ck one brand.
The ck one color collection is divided into three key segments: Look Real, Define Yourself and Add Intensity. The collection’s philosophy is about self-exploration and enhancing what exists already, rather than transformation or dramatization.
Look Real features 3-in-1 Face Makeup SPF 8, Mousse Concealer, Water Fresh Face Makeup SPF 15 and Airlight Luminous Pressed Powder SPF 15. Define Yourself includes Mascara, Brow Pencil & Gel Duo, Eyeliner Marker, Double-Ended Eyeliner, Eyeshadow Base, Skin Illuminator, Cream & Powder Bronzer Duo, Cream & Powder Blush Duo and a Soft Defining Lip Pencil.
Add Intensity comprises the Powder Eyeshadow Quad, Gloss Eyecolor, Pure Color Lipstick, Lipgloss, Color & Treat Lip Kit and Long Wear & Shine Nail Color.
The modern, minimalist packaging features an understated pill shape described by Coty as iconic and edgy. The black and white colour-scheme is enhanced by soft touch matte and high gloss finishes. The product applicators feature two-sided textures for maximum versatility.
The ck one color advertising and point of sale imagery aims to portray authentic beauty through a diverse cast of women and men. The campaign focuses on the Look Real, Define Yourself and Add Intensity segmentations, and combines lifestyle images with swipes of the various product textures.
The campaign was shot by David Sims, with creative direction by Fabien Baron. The model line-up includes Abbey Lee Kershaw, Ehren Dorsey, Eliza Cummings, Fei Fei Sun, Herieth Paul, Lara Stone, Ruby Aldridge, Viggo Jonason and Yuri Pleskun.
– Look out for full report on the launch of the ck one color collection, including interviews with Coty Prestige Vice President Marketing Calvin Klein Fragrances Thomas Burkhardt, model Herieth Paul and singer Dev, to be published soon on The Moodie Report.com
