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Marketing in Brief: Calvin Klein Cosmetics

This article was originally published in The Rose Sheet

Executive Summary

Calvin Klein Cosmetics: ck One will launch internationally in 32 countries in September, the Unilever division says. The launch will be supported by the U.S. ad campaign for the scent, which was shot by photographer Steven Meisel and developed by the firm's in-house agency, CRK Advertising. The black and white ads display "portraits of a generation" with "real people of diverse ethnic backgrounds." The ads also feature members of the young Hollywood set and modeling industry including supermodel Kate Moss, Donovan Leitch and Jenny Shimuzu, the company says. The unisex scent debuted in the U.S. in October ("The Rose Sheet" May 2, 1994, p. 10)...
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