By  on February 11, 2005

NEW YORK — One upstart grooming marketer is hoping to become the envy of men everywhere — eventually.

But before taking over the men’s grooming world, Billy Jealousy, which was incorporated a year ago, plans to slowly build its treatment-and-shaving-based business, beginning in a handful of Nordstrom doors, as well as several independent retailers.

The grooming line’s two founders, president Pat Parsi and vice president Danielle Rouso, were in software sales and distribution, respectively — until the dot-com bust, when they decided to set their sights elsewhere. The Dallas-based couple thought of perhaps opening a store that caters to men’s grooming, or importing such products, but they eventually settled on doing their own line.

Now, Parsi, who developed Billy Jealousy’s quirky identity, does marketing and conceptualization, while Rouso concentrates on sales, operations and logistics. The two lured chemist Clifton Sanders out of retirement and Sanders, a veteran of beauty companies like Mary Kay and BeautiControl, is now a consultant for Billy Jealousy, helping to develop formulations for the line.

“When people [ask] ‘why now,’ it’s because this industry is growing in double digits,” Parsi said of the men’s grooming market. “The upside potential is enormous.”

While Billy Jealousy is currently carried in eight doors, including four Nordstrom locations, Parsi envisions the brand in 50 doors by year-end. He’s also targeting the $1 million mark in net revenues this year.

Next month, the collection’s size and distribution base are both expected to grow. Combat Lines is a 3-oz. facial moisturizer for $30, and About Face, a cleanser for which a price has yet to be set, will be launched next month. At about the same time, Billy Jealousy will reach two more Nordstrom doors, as well as Barneys New York locations in New York, Chicago, Beverly Hills and Atlanta.

Highlights of the existing lineup, which ranges in price from $18 to $75, includes Bar None face wash, Ocean Front body wash, Hot Towel pre-shave treatment, Hydroplane shave cream, Shaved Ice after-shave balm and Hair Raiser follicle restorer.

Hair Raiser, at $75 for 3.5 oz., is designed for “follicly challenged” men, according to press materials, “a scientifically proven formula that rejuvenates [one’s] scalp and stimulates renewed growth.”Billy Jealousy’s future plans call for the launch of lip balm, shampoo, conditioner, hair gel and tanning cream. The firm donates a portion of its sales to charities such as Big Brothers Big Sisters of America, the Sundance Film Institute and Green Core, an environmental education organization.

And, with regard to the grooming assortment’s somewhat green-eyed moniker, “You can’t forget it,” Parsi remarked, while Rouso added, “It’s got a high stickiness factor.”

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