The multinational has set an impressive goal to make CK the leading prestige fragrance brand in the premium-end Indian fragrances market within one year. Towards this end, the company is set to unleash a major advertising and promotional campaign to promote the brand in India.

Says Calvin Klein Cosmetics Company marketing services manager (international export division) Valerie Boushell: ``We plan to promote the product in India through television commercials, print ads, outdoor campaigns, etc. to create a point of difference from other competing brands which do not heavily rely on advertising their brands.''

The company will stick to the global CK campaign to promote the brand in India and would not go in for a newcreative, in order to retain the same identity the brand commands.

The range, which will be imported into India, has been priced at a globally competitive level, upwards of Rs 1,600. The range includes brands for women and men under `Obsession', which is one of the earlier launched brands in the global range, `Eternity', `Escape', `CK One', `CK Be', and the recently launched `Contradiction'. The range will be retailed through exclusive premium outlets in the metro towns and select mini metros. In Mumbai, for instance, out of the 14 select retail outlets, the range will be showcased at Crossroads, Shopper's Stop, Akbarali's, Vama's, etc. By January 2000, the range would be available nationally at 37 specific outlets in the metro and mini-metro towns, says HLL head of speciality business Anil Chopra.

The speciality business has been set up in-house by HLL to focus exclusively at prestige businesses such as Calvin Klein. However, further details were not forthcoming.

The total fragrances market in India isvalued at Rs 160 crore. The premium fragrances market in India is currently estimated at Rs 35 crore. Chopra does not disagree that the market size could double after the launch of CK, which will be backed by the promotional activity to create awareness for the international prestige brand.

The market has been flooded with a number of international premium fragrance brands over the last two years. HLL has been toying with the idea of bringing in Unilever's prestige brands ever since.

``We have to create a market for fine products and see how we can grow it further, since it is yet at a nascent stage. Research shows a marked change in culture and the mindset of people who are aspiring to buy premium brands in fragrances on the back of higher disposable incomes. We will have to exploit the potential of accelerating this aspirational process of the market.

With this in mind, our objective is to make CK the number one brand,'' said Chopra. As part of its promotional gameplan, HLL is investing in hiring andtraining fragrance consultants who would help consumers in selecting the right CK fragrance. These consultants will be present at each of the CK outlets.

...But no colour cosmetics for now
While the CK fragrances are wafting into India-albeit after much delay- the Indian "aspiring" consumer will have to wait a while for CK's colour cosmetics.

India is not part of the markets selected for the Year 2000 launch of CK's colour cosmetics range, Calvin Klein Cosmetics Company marketing services manager (international export division) Valerie Boushell told The Financial Express. However, she said that the Indian market may be considered for the CK colour cosmetics launch at a later date. The company wants to first focus on establishing the CK brand equity in fragrances here.

Calvin Klein is the pre-eminent American designer among fashion's modernists, who is at the height of fashion with his celebrated Calvin Klein collections for women and men.