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NEW YORK – Joey New York plans to bring new meaning to the phrase “problem/solution” with a new division, called Joey New York Specialty.
The first products to be released under the new banner are color cosmetics lines set to hit retail in March in specialty store doors, including select Bath & Body Works and Victoria’s Secret stores and independent boutiques, as well as joeynewyork.com. Each is geared toward a different purpose – LipFit is for losing weight, LipNix is for stopping smoking and CinnaMen is for finding love. Each is built on the premise of aromachology, said Joey Roer Chancis, the brand’s founder and chief executive officer.
LipFit uses essences of spearmint and grapefruit, which are said to be appetite inhibitors, and also includes two ingredients said to plump lips, maxi-lip and dermaxyl. The collection includes seven lipsticks, with cheeky names like Skinny Dip and Lighten Up; each will retail for $18. Three lip glosses, each $15; a lip palette called Get the Skinny, $25, and a lip balm, $12, will also be part of the collection.
LipNix’s key ingredients are essences of lemon, geranium and heliochrysum, which are said to curb nicotine cravings. “The herbal scents act naturally upon the neural receptors in the brain, which have been conditioned over time to expect, even demand, satisfaction by nicotine stimulation,” said Chancis. “These scents provide immediate stimulation of the brain to help you cope with any physiological and psychological forces that you may experience when you begin to stop smoking,” said Chancis. The collection will include seven lipsticks, with names like I Quit!, Kick It! and Puffless Pink, at $18 each; three lip glosses will be offered, each $15, as will a lip balm, $12. The final item in the collection is a $25 lip palette is called Butt Out!
CinnaMen’s key ingredients are cinnamon and vanilla, which are said to be aphrodisiacs, said Chancis. Seven lipsticks, each $18, have names like Sex in Any City, Sugar Lips and CINNful; a $25 lip palette is called Menage a Deux. Three lip gloss duos, each $21, will be offered, as will a $12 balm.
The brand also plans to introduce Go-Gorgeous, a lineup intended for “girls on the go,” said Chancis. The initial line will consist of a black mascara and a lip gloss and lipstick; the lip products are designed so that they interlock with the mascara for an easily portable makeup assortment. All are intended to have a plumping effect.
“The lipstick and lip gloss formulas are plumping because they contain marine collagen, which attracts moisture,” said Chancis. “In its usual state it is too large to penetrate the skin, but the manufacturing process that we use dehydrates the collagen molecule, and in that size it can penetrate the skin. Once it does that, it absorbs moisture and expands, which provides the plumping effect.”
Hydrolized keratin serves the same purpose in the mascara, she said. Keratin, a protein that naturally occurs in hair, moisturizes the lashes and seals lashes into fat tubes. The three-piece set will retail for $27.
While Chancis wouldn’t comment on projected sales of the new division’s products, industry sources estimated that the new lip products would do about $2 million in combined first-year sales. By yearend, the new products will be in about 250 U.S. specialty stores.