Defining My Brand - Brand Evaluation

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.

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. 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. 

In conlusion, it seemed Calvin Kleins cosmetic line ‘Ck One’ is a brand of natural beauty, however offers you the chance to add drama to your everyday make-up look.