CK ONE Launches First Global Advertising Campaign Introducing New Color Cosmetics Line
NEW YORK, NY, FEBRUARY 24, 2012 – Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE: PVH] and Coty Inc., a leader in the global beauty industry, today unveiled the first worldwide advertising campaign introducing ck one color cosmetics, a full line-up of over 130 products that all capture the core ck one brand DNA – authentic, confident, and cool.
The advertising imagery portrays real, natural beauty through a diverse cast of women and men that embody the brand’s legacy of individuality. The ck one color cosmetics campaign will debut worldwide beginning in March 2012.
“ck one has maintained its status as an iconic global brand since it first launched in 1994,” said Catherine Walsh, Senior Vice President of American Fragrances, Coty Prestige. “With the introduction of ck one color cosmetics we go beyond fragrance, addressing the consumer’s desire to define their individuality. The new campaign, combined with innovative products, continues the ck one legacy of authenticity and accessibility by connecting consumers with the brand in a modern and vibrant way.”
“With its fragrance roots, expanding into a color cosmetics line was a natural progression for the ck one brand,” said Tom Murry, President & Chief Executive Officer, Calvin Klein, Inc. “This latest extension embodies the energy and free spirit of ck one, offering fresh and unique beauty products that are ideal for today’s youthful, independent consumer.”
Members of the distinctive cast exemplify the message of real beauty in classic ck one style. Most of the talent were also featured in the Spring 2011 ck one lifestyle and Fall 2011 ck one shock fragrance campaigns, including: Dutch supermodel Lara Stone – who is 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 Janason and Russian model/rapper Yuri Pleskun.
The campaign was shot in New York City by renowned photographer David Sims, who has also directed campaigns for Calvin Klein Collection, ck Calvin Klein, as well as for ck one, Calvin Klein Eternity Aqua, and Calvin Klein Eternity.
The concept was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’s in-house advertising agency.
Focusing on the unique ck one color cosmetics segmentations, which is based on how consumers categorize products – look real, define yourself, and add intensity – the campaign combines lifestyle imagery with product textures for a vivid sensory experience. The look real segment inspires consumers to strive for authentic beauty; define yourself showcases high-precision products that are used to enhance facial features; and add intensity offers a range of colorful products for self-expression. Each group will be showcased across integrated multi-media platforms - print, digital, and in-store merchandising. Exclusive online content and retailer partnerships will be launched in spring 2012.
Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include apparel, accessories, shoes, sleepwear, hosiery, socks, swimwear, belts, eyewear, watches, jewelry, coats, suits, fragrances, and cosmetics, as well as products for the home. For more information, visit calvinklein.com.
PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos. For more information, please visit pvh.com.
Coty was created in Paris in 1904 by François Coty who is credited with founding the modern fragrance industry. Today, Coty Inc. is a recognized leader in global beauty with annual net sales of nearly $4 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 90 markets worldwide. The Coty Prestige brand portfolio is distributed in prestige and ultra-prestige stores and includes Balenciaga, Bottega Veneta, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Home Skin Lab, Jennifer Lopez, Jil Sander, JOOP!, Karl Lagerfeld, Kenneth Cole, L.A.M.B. fragrance by Gwen Stefani, La Voce by Renée Fleming , Lancaster, Marc Jacobs, Nikos, Sarah Jessica Parker, Vera Wang, Vivienne Westwood and Wolfgang Joop. The Coty Beauty brand portfolio is more widely distributed and includes adidas, ASTOR, Baby Phat, Beyoncé Knowles, Celine Dion, Chupa Chups, David and Victoria Beckham, Esprit, Exclamation, Faith Hill, GUESS, Halle Berry, Jovan, Kate Moss, Kylie Minogue, La Cross, Miss Sixty, Miss Sporty, N.Y.C. New York Color, Pierre Cardin¹, Playboy, Rimmel, Sally Hansen, Shania Twain, Stetson, Tim McGraw, and Tonino Lamborghini. Coty and Puig Fashion and Beauty S.A. have a strategic partnership for the distribution of the perfume lines of Nina Ricci, Carolina Herrera, Prada, Paco Rabanne, and Antonio Banderas in the United States and Canada. For additional information about Coty Inc., please visit www.coty.com.
Calvin Klein, Inc. Coty Prestige
Malcolm Carfrae Ashley Barrett
Executive Vice President Vice President - Global PR
Global Communications Calvin Klein Fragrances
212 292 9799 212 389 7118
Jennifer Crawford Natalia Sanchez
Vice President Senior Manager, Global Public Relations
Corporate Communications Calvin Klein Fragrances
212 292 9795 212 389 6840