While the company is tight-lipped about the launch issue, eliciting no confirmation, industry sources state that the move is part of a larger marketing gameplan towards a major revamp in Lever's cosmetics and toiletries portfolio.

The multinational is likely to launch CK through a string of exclusive showrooms, in major metros, depicting a premium ambience which goes well with the brand's international premium appeal. The showrooms may be opened in places like five-star hotels to attract the right kind of target consumer.The talk about bringing in CK, and also Elizabeth Arden, into the Indian market, has been doing the rounds ever since the formation of Lakme-Lever, which is now wholly owned by HLL.

The multinational currently manufactures and markets cosmetics and toiletries under brands like Pond's, Lakme and also `Aviance', the recently floated direct marketing division within the company.

Company dealers are of the view that while HLL would continue to concentrate on the Lakme colour cosmetics range, the company is looking at limiting the focus on some of Lakme's toiletry brands such as `Exotica' talc, overnight cream, etc. The company, however, would continue to increase its dominance with Elle-18, a runaway success, say dealers.

With the coming in of CK, it not clear as to whether HLL would house Lakme and CK in the same division or rechristen the Lakme-Lever division as Calvin Klein which will include the Lakme range also.

As a prerequisite to the launch of CK, HLL would be looking at revamping its existing range of Lakme colour cosmetics and fragrances too, industry observers point out.

The acquisition of Lakme-Lever last year added to Lever's distribution strength thereby increasing the base for both HLL's skin care products and that of Lakme's. The Lakme range consists of skin care products, colour cosmetics and fragrances. The colour cosmetics range of Lakme has been demarcated as Orchid in the premium end, Ultra in the mid-priced segment and the Elle 18 range of products for the mass segment. The Elle 18 range has also been extended to fragrances at the popular end of the market.

The growth of the Rs 1,500 crore Indian cosmetics and toiletries industry is around 20 per cent. Lakme leads in the Rs 350-crore colour cosmetics market with a share of over 50 per cent.