Since founding his IOMA skin-care brand in 2010, he has built a distribution network that is centered on Europe and stretches across the U.S. Now, Karam is reaching out to Asia while filling some holes at home.
IOMA will enter its first department store in Singapore in October, then follow up by entering six more stores by next April. He plans on revealing the names of stores at a press conference scheduled for Sept. 18 in Singapore. Likewise, distribution will be expanded to a department store in Indonesia in December or January. The brand is expected to follow up by adding three more doors in the island country. Back in Europe, Karam said he plans to open in 25 Marionnaud perfumeries in Switzerland. The launch date is set for Feb. 14.
The brand also will enter the lucrative travel retail business by the end of this year, when Karam said he plans his first airport shop. Next year, he is expected to orchestrate the opening of freestanding shops in India and enter department stores in Hong Kong in the first half of the year. Karam also is said to be scouting locations in New York to open a freestanding store next year.
IOMA, which is the reverse of the French “ a moi” (“to me”), entered the U.S. from Europe in 2011 by setting up shop in Saks Fifth Avenue in New York and in Beverly Hills. The company has since entered four more Saks doors in Houston and San Antonio, and Tulsa, Okla., to give the brand a foothold in middle America, Karam noted. The fourth Saks door is in South Coast Plaza in Costa Mesa, Calif.
Karam described the year-and-a-half rollout in the U.S. as a year-and-a-half laboratory “to get the formula right.”
He will take another step in that direction next week with the U.S. launch of IOMA Youth Booster, a $220, 1.7-oz. antiaging cream that is packaged with a portable electric microsensor device that allows a user to measure whether her skin has the proper level of hydration. The skin-care product is designed to moisturize, detoxify and regenerate skin cells while provide protection from UVA and UVB rays. The microelectromechanical systems sensors housed in the cap of the bottle are a portable version of the diagnostic machines that Karam has designed to be used in retail installations. Those large, store-bound machines are designed to use high-resolution imaging to diagnose the condition of skin on seven criteria ranging from moisturization, redness, UV damage and bacterial buildup to clogged pores and wrinkles. The basic IOMA skin-care brand consists of seven products geared to tackle specific problems of dry skin and UV damage, fine lines, wrinkles and lack of firmness, redness, bacterial infections, shine on oily skin and dark spots. There also is a body-care line and a bespoke collection.
Executives declined to discuss figures. But industry sources calculate that in the first year that Youth Booster is on counter in the six Saks stores in the U.S., the whole IOMA line will be generating $2 million annually.
In France, where IOMA is sold in 520 Marionnaud and Beauty Success perfumeries, the business is approaching $10 million at retail this year, according to industry estimates. In Spain, the brand is carried by 100 luxury health and beauty stores. Harrods sells it in the U.K., and the brand is distributed in 64 Marionnaud perfumeries in Austria. A total of 92 ICI Paris perfumeries carry IOMA in Belgium, Luxembourg, the Netherlands and Germany. In the Ukraine, six Bomonde perfumeries carry the brand.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty