The new color cosmetics line will be introduced Spring 2007 in the United States, Europe, parts of Asia, and duty-free stores world wide. It is then planned to be rolled-out to other key markets globally.
The Calvin Klein company said that in order to maintain an exclusive distribution, the line is slated to launch in approximately 150 retail outlets in the United States and in approximately 100 outlets in Europe and Asia, within the first year. The introduction of skin care products is planned for Spring 2008.
The line will be designed to appeal to a multi-cultural, fashion-forward consumer, and will include a core line of signature products that will be the mainstay of the collection, the company says.
The color 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 makeup brushes.
Packaging and display for the line will be designed by Fabien Baron in conjunction with CRK, Calvin Klein's in-house advertising agency. The advertising campaign is scheduled to break in Spring 2007 magazines, to coincide with the product launch.
"We have been anxious to get back into the color cosmetics business and have been evaluating potential partners and opportunities for quite some time," said Tom Murry, president & chief operating officer for Calvin Klein.
Markwins is California-based and one of the world's leading manufacturers and marketers of cosmetic and accessory products in over 50 countries worldwide. Calvin Klein is one of a number of brands it has become associated with in recent years, but it also promotes its own brands, including Black Radiance and WetNWild.
Over the past two years the company has chosen to expand its position in the market with a series of acquisitions that started off with a move to buy up assets of AM company, which gave it the WetNWild brand and helped to build its now burgeoning national brand image in the US.
"We expect to capitalize on Calvin Klein's successful global portfolio of luxury fashion products and fragrances to become one of the leading cosmetic brands in the world," said Eric S. Chen, Markwins CEO.