Calvin Klein - My Brand

Calvin Klein is best known as a world wide fashion company founded in 1968 by the design 'Calvin Klein' himself. The brand first started off with their first collection in a shop within New York City, the collection consisting of coats and dresses. Between 1970 and 1985 introduced sportswear, womens lingerie and of course mens underwear which changed the market completely and still known to this day, Klein's underwear is known for their white, clean briefs. Which sounds so simple, yet Klein has put a stamp in the fashion industry with the classy, clean cut designs.

It seems when researching upon Ck One Makeup, which is the makeup line from Calvin Klein, not much comes up from the history. It seems Calvin Klein is a house hold name within the fashion history and best known for their iconic designs, however that's not to say their make-up line is not praised. Along with their clothing designs, the products from the Ck one is obviously very clean, simple and classy looking.

OVERVIEW.

Originally a fashion brand, founded in 1968. Calvin Klein has become a world wide iconic fashion designer/company. Years down the line after producing many clothing designers, Klein steered towards the cosmetic industry. First launching an Unisex fragrance collection called Ck One in 1994, to then expanding their Ck One roots by introducing an Ck One cosmetic line. Creating a fresh, new look for the average woman. “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.” 

 Their brand portrays a sense of reality, it's not about a complete transformation, it's about enhancing your natural self and looking real. 

P R O D U C T S

Ck One products appeals to all ages, from a wide range of colours for various skin tones for face, eyes, lips and cheeks in order to create looks from fresh, natural everyday make-up to glamorous smokey eyes. It seems they are  obviously thinking about each consumer, set out into three categories. - ‘look real’, ‘define yourself’ and ‘add intensity’. Meaning with their products you are able to enhance your natural beauty, portray your personality and/or add some drama to your makeup. They have a wide selection of colourful products that are perfect for experimenting with. However, if you are a consumer who is not very daring, there are a wide range of neutral colours. Each product has a silky texture and very lightweight with easy application. 

Men are now wearing make-up more than ever before, Ck One fragrances are known for being Unisex and it seems they have also made Ck One Colour cosmetics for men too. Another reason for setting themselves aside from others. 

 P A C K A G I N G

The majority of their products are black and white, simple, yet effective. Along with a pop of colour, depending on what product it is. Their designs have become a house hold name and everything they produce seems to be very clean and elegant. I feel the house hold name "Calvin Klein" could be the one aspect that wins someone over. Some consumers may be just a 'brand whore'. Meaning the only reason they buy it is purely because of the designer name. On the other hand, Ck One's packaging is very appealing, it looks rather luxurious and the plain black and white packaging sets it aside from other brands.  

Calvin Klein have many standalone stores around the UK which supply most products separate, such as jeans, underwear and accessories. Whilst the Ck One cosmetics line are mainly sold in Debenhams online and in store.  

P R O M O T I O N

Ck One Colour cosmetics is normally promoted in standard media such as TV, Fashion magazines, billboards and the internet. Calvin Klein for Ck One's most recent spokesperson was Lara Stone has a wrap around deal with Calvin Klein which means she is to only model for their brand. In their most recent campaign for Ck One, the model appeared almost bare faced to promote the Ck One Colour cosmetics. The make-up line is to portray realness, and defining ones personality whilst showing true beauty in which it seems Lara Stone was trying to portray within their photo. Along side this, they also produce several ad campaigns for their launch of Ck One Colour line. which portrayed their concept behind the products, each campaign indicate a certain personality through colour and style. 

http://www.moodiereport.com/document.php?c_id=33&doc_id=30442

P R I C E S

Calvin Klein is known as a high marketed designer brand, however in 2012 they decided to follow Ck one fragrances with an affordable cosmetic line that appeals to all ages. Any consumer should be able to afford such great quality from a household designer name. Their products vary from £8-£25, which compared to the normally designer make-up brand prices which can be as dear as £35 for a YSL foundation. 

M A R K E T

It seems Calvin Klein Ck One is mainly aimed at customers whom may age between 20-30. I believe this as the package has a very clean and elegant appearance. I would see a young business orientated lady go for this brand, however Calvin Klein is well known for it's amazing designs and has become a household name and most would say is a high end designer. Which also makes me think whether the customer buys the products just for the name. I have seen this in a lot of clothing, many people buy the clothes because of the popularity of the name. 

It seems Calvin Klein advertise their products in a variety of ways, creating smokey, slept in eyes to clean, fresh everyday skin. They offer a complete range of products such as nail polish, cream to powder eye shadows and skin cosmetics. 

                                             

http://www.vogue.com/voguepedia/Calvin_Klein_(Brand)

http://www.huffingtonpost.com/2012/02/23/ck-one-cosmetics_n_1297195.html

Sex In Advertising

Many brands throughout the decades have used sex within their adverts to promote sales, in order to attract a potential consumer and promote sales. It seems sex in advertising have been used since the very beginning.
Such as wood carvings and illustrations of attractive, topless woman to promote saloons, tonics and tobacco. The first known ad of sex being used within the advertising industry was in 1871 to promote the Pearl Tobacco Brand which had a naked maiden on the packet.

Even today, it seems sex appeal in advertising has not seemed to changed within the industry and more then ever is it used to attract the consumer.

Calvin Klein has been at the forefront of sex in advertising, it seems many designer brands use this particular method to push sales towards a potential consumer. Brands such as Tom Ford, Dolce & Gabanna and Victoria's Secret always tend to use sexually oriented themes. They constantly rely on sex to sell their brands, to fulfil everyones deepest, secret desires. Subconsciously sex grabs our attention, every time - We are intrigued and provides a sense of shock towards the consumer.

However, although Ford's campaigns are quite distasteful, I think they carry an important message. Ford's campaigns are so explicit that they break the viewer out of their comfort zone. Every day we are presented with nudity, sexualized puns and women being fetishized and objectified. However, Ford's advertisements are so graphic that one must wonder if he is satirizing the current environment.

Many believe that Tom Ford's Campaigns are distasteful and very explicit. Although this most definitely gets the viewers attention and brings them out of their comfort zone from the usual everyday adverts. 
Ford's campaigns are well known for collaborating with photographer Terry Richardson.

It may seem when using men or women in a sexual way in advertising will get the attention of the opposite sex, by either having the desire of their partner resembling the model in the ad or the consumer wishes to look just like the model, the ad in some ways is saying if you buy this product you will look like this or be in this type of situation if you have this product. However, are our society really that stupid? Do they really think if they buy a certain fragrance then they will become as buff as the model who was in the advert? who knows, but it is certain that sex will always grab the viewers attention in a good or bad way.

http://trendsupdates.com/what-stakeholders-can-do-to-address-‘sex’-in-ads/

http://www.andmagazine.com/content/phoenix/12520.html

YouTube

Whilst being at university, I decided to create a YouTube channel to help promote myself as a make-up artist and basically as a hobby in doing something that I love. It's so satisfying knowing that I could be helping literally anyone in the world. I've gotten a few hundred followers so far, not loads but it's getting there! It's really helped me think outside the box, as I really can't just stick to what I like! I've seen myself trying out new things, even if I don't video it or upload it! I'm still practising and practice makes perfect...if perfect does exist...But hopefully i'll come close one day! anyway...

I thought I would take my YouTube to it's advantage when practising make-up looks. 

In class we had been creating smokey eyes and practising using various eye shadow in general.

I decided to film one of my looks I create a while ago and only just got round to filming it! So here it is!

I went for an orange bronzed smokey eye! Seeing as it's coming up to summer, I got excited and plunged right in!!

If I were to recreate this look for a shoot, I would loose the lashes and maybe the eyeliner flick. Calvin Klein make-up 'Ck One' seems to go for a colour theme when advertising their products. So within this look the main colour scene was warm tones and oranges. 

Practice In Class

Above are some quick practice looks I created - I wanted to achieve a metallic wet effect. My inspiration behind this was obviously my brand. - Calvin Klein's traditional make-up is normally quite minimal, with either the eye being heavy or the lip. In this case I was creating quite a simple eye look yet effective. Which could maybe go with quite a heavy lip.
This was obviously one of my first attempts and I am really looking forward to creating various looks based upon Calvin Klein, I love the fact they are always quite edgy yet clean looking.

CREATING SHAPES AND SILHOUETTES. 

Section hair around the front evenly (pin bottom section out of the way for now) 

Brush all back and crimp root sections but leaving top layer to straighten and so it can be smoothed out and remove any kinks, back comb smoothed out front layer. 

With a dressing out comb, comb into desired height, shape ensuring not to brush out any volume, pull back gently twist near the top still keeping symmetrical shape and grip into place using special technique. 

Split the bottom section into two parts down middle, the side section opposite to twist - pull across head horizontally and grip in criss-cross formation to hold securely. 

With the other half, back comb inside to help create volume so it is easier to shape - roll over to meet the top twist to create one large roll (French Pleat) round the back of the head 

Grip securely once smooth and even - Use pins to hide an lumps or other grips. 

Finally hairspray hands and gently smooth over final design to flatten any fly away hairs to produce a perfect symmetrical silhouette as you want a perfect shape from every angle for photographs. 

EYEBROW SHAPES

We luckily had an amazing make-up artist called Mujanna who came in to teach us various aspects of fashion make-up. She also went down the very basics and went over eyebrow shapes.
Eyebrows can completely change a look.
From a soft, sultry look to a hard, sexy look.

Below is a quick example, however it seems point (A) isn't always the case, it also depends on how wide your nose is. If you have a white nose sometimes you may not want to follow your nose as a guide line, as this can create your nose to appear larger, where as if you go past the point of your nose you can create an illusion of a thinner looking nose because your eyebrows are closer together.
Below, there is also a video of a quick tip to help determine where your eyebrows should be!

I find it best to follow the natural shape of the brow, if there is any guide to follow. To then slightly lengthen if needed and fill in any spars areas and the front of the brow should be the softest area.
BLONDES
Best to pick an eyebrow shade that is cooler toned, therefore you won't get a red cast through your brow. and should be about 2 shades darker.
again same for BRUNETTES, cooler toned 1 or 2 shades lighter, if you have darker hair you still don't want dark looking brows, this will over power.
REDHEAD like above, obviously you can chose a red toned powder mixed with a cooler brown. Above is an example however I feel I should of filled the red into more of the brow to keep the brow looking more one colour as the models brows were natural ash toned.

EYELINER

Following the bottom outer line of the eye - Draw a line at an angel towards the end of your brow.

Then draw a line from the centre of the lid following the natural shape of your eye and connect it with the outer line. 

You will be left with a gab, fill that gab in - which will create a triangle like shape. 

Can be as thick as you want.

then from the inner corner fill in the gab connecting with the middle of the line. 

Can do this beforehand with a pencil, then go in with a liquid or gel eyeliner for more hold and a darker line. When applying eyeliner on clients, always remember. 

SMOKEY EYE 

Applying any sort of base can help the eyeshadow stick and last longer - Also creates more vibrancy within the shadows.

I find it best to apply a transition shade to the crease to help blend upcoming eyeshadows. a light warm brown or any pop of colour can be applied to the crease.

Then which ever colour scheme you are going for - apply a darker shade from the one before and so on, blend, blend, blend as you go! 

The key to a smokey eye is to blend the edges as you go to create that seamless, 'smoked' out effect! 

Then apply the same shades on the bottom lash line to balance the look out. 

Add eyeliner or lashes if needed.

Creating your brand

So as discussed before, Illamasqua came to visit. It was amazing seeing where they had come from and how they grew as a brand.

It got me thinking about being a brand yourself. As an aspiring make-up artist, it's important to realise what you're trying to become and how you are going to sell yourself as a brand. Many make-up artists have their own style and certain artists will be known for their signature looks. For example Alex box is certainly well known for her artistic, abstract approach to make-up. Then as I explained in my last post, illamasqua being heavily influenced from the 1920's berlin club scene and as a brand are very theatrical.

For the brand research I have been given Calvin Klein and I think it's important that I find the personality behind the brand 'Calvin Klein' what has made it the way it is today?