NEW YORK —?Joey New York founder and chief executive officer Joey Roer spent much of 2002 updating her brand’s packaging design and distribution. So, for 2003, she’s ready to take on the world.

"We’ve expanded into the U.K., New Zealand and will go into France in about six months," she noted. "I’m looking at Germany, and I want to expand our distribution in Greece. We’re also looking at South America and Mexico."

And as the brand has expanded its distribution overseas, it has been forced to tweak the package to include multiple languages, she said.

At the same time, Roer decided to update the packaging in other ways. "We’ve made our packaging a little more elegant, with more attention to detail and softer colors," she said. "We feel it represents our positioning as a clean, universal line by giving the products a soothing, spa-like feel with an apothecary look."

But Roer emphasizes that all of the overseas growth isn’t changing her commitment to the U.S. market. "We’re also growing our U.S. business," she said, noting that the brand is "moving deeper into existing distribution" rather than "spreading out." The brand is currently in about 350 doors globally and, next year, she plans to add 75 to 100 new doors, mostly concentrated on upscale spas.

"One of our fast-growing categories is our distribution to medical spas," she said. "We are working on a special collection for that category. We’re also seeing nice growth from upscale spas like those at the Ritz-Carlton." She noted that while the brand is in some department stores, future growth will likely come from specialty stores and spas — "they’re friendly to indie brands. We get lots of attention, proper presentation, and the ability to sell the right products to the right customer."

The brand will launch a new line later this month focusing on antiaging. Called Egg Cream, the collection will include three products: a cleanser, a cream/serum and a cream, all with egg. "Egg has lifting properties," she noted. "Together with the other ingredients in the products, the products have a synergistic mixture that creates smoother skin."The 6.6-oz. cleanser retails for $35, the 1-oz. serum is $45 and a 1.7-oz. cream is $50. The packaging carries through the egg theme: "It’s an egg-yolk yellow color and in the center is an egg with black writing," said Roer. "Even though this is a serious line, you can still have fun. We want to make the point that you can still look good with egg on your face. It’s meant to be nonthreatening." Sources say the line, including the new distribution, could do upward of $1.5 million at retail in its first year on counter.

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