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.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)