Popular unisex fragrance CK One is expanding into color cosmetics, with aims to offer simple makeup to suit both men and women.

Comprising products including skin perfecting concealers and foundation as well as bronzer, blush, mascara and color cosmetics such as eye shadow and lipstick, the packaging will be matte black and white to evoke the practical approach to beauty.

Many items have been designed to make life easier, including a 3-in-1 Face Makeup which blends serum, primer and face makeup into a lightweight formula.

“CK One color is not about transformation or dramatization. It’s about looking real, defining yourself and adding intensity,” VP of marketing for Calvin Klein Fragrances Thomas Burkhardt was quoted as saying in WWD.

Shot by David Sims, the S/S 2012 ad campaign stars an all-star cast featuring Lara Stone, Abbey Lee Kershaw, Ruby Aldridge, Herieth Paul, Eliza Cummings, Fei Fei Sun and Ehren Dorsey.