The 18-year-old CK One brand is set to launch its affordable make-up this spring, with prices starting at around £8. What’s interesting is that the new cosmetics, like the fragrances, are designed to be unisex. This is especially current since we recently revealed that more men are buying make-up now, than ever.
‘Every other cosmetics brand seems to be about transforming an individual,’ says Thomas Burkhardt, vice president of marketing for Calvin Klein Fragrances. ‘CK One color offers a simplified approach to beauty that embraces individualism and defies stereotypes, with boundary-pushing edginess and individuality in its DNA... CK One color is not about transformation or dramatization... it’s about looking real, defining yourself and adding intensity.’
Not only does the unisex aspect ensure the line will stand out, but products are broken down into unusual categories. ‘Look Real’ products are your concealers and foundations. The ‘Define Yourself’ category includes bronzer, blush and mascara—anything used to contour and add definition. ‘Intensity’ is the colour aspect, including eye shadow, lip gloss and lipstick. Not only are the products designed with both men and women in mind, but they multitask too. For example, the 3-in-1 Face Makeup is a serum, primer and make-up in one. With matte black and white packaging, it continues the unisex theme of the CK One brand.
The ad campaign shot by David Sims includes a large line-up of models: CK favourite Lara Stone (she also featured in the spring 2012 advertising campaigns for Calvin Klein Collection, ck Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear); British model-songwriter Ruby Aldridge; Tanzanian model Herieth Paul; Australian model Abbey Lee Kershaw; British model Eliza Cummings; Chinese model Fei Fei Sun; and American model Ehren Dorsey; as well as male models, Swedish artist Viggo Jonasson and Russian model-rapper Yuri Pleskun.
The products launch into Spain, the US, Australia, France and Portugal this spring, but will roll out to the UK, Germany, South Africa, Mexico and Brazil by autumn before it goes global in 2013.
You may remember a few years back Calvin Klein launched cosmetics that quickly came and went, so we're rooting for this new-style line to stick around a lot longer...