JOEY NEW YORK REACHES BEYOND ITS CULT STATUS

Byline: Kerry Diamond

NEW YORK — Joey New York, the family-run skin care company, has had a strong following and a healthy distribution for its problem-specific product line since it was founded in 1995.
According to industry sources, Joey is sold in more than 900 doors and had sales of nearly $9 million wholesale last year.
However, one thing eluded the line — distribution in major, big name retail outlets. But that has started to change. Joey was picked up by Henri Bendel this summer, and Ulta recently added the brand. This fall, Joey will be found in two eagerly awaited locations, Sephora at Rockefeller Center, slated to open Oct. 14, and the new beauty department at Bergdorf Goodman, opening Nov. 15.
“I think people wanted to see that we had staying power,” said Arlyne Roer, who is president of the company along with her husband, Richard. Their daughter, Joey, is the brand’s namesake and chief executive officer. “Because our products are unique and they work, word of mouth has really helped us get the attention of retailers,” she added.
Also helping Joey has been the growing popularity of skin care products among consumers. According to NPD BeautyTrends, skin care has been the fastest-growing category so far this year, beating color and fragrance in percentage gains. As a result, stores are looking for new treatment lines to offer in addition to the classic brands.
Until now, Joey’s distribution mostly included spas, doctors’ offices, catalogs, small beauty boutiques and health food stores, said Joey Roer. The line has grown slowly over the past four years to a total of 20 stockkeeping units.
The first product was Pure Pores, which retails for $20 and is billed as a blackhead remover gel and pore minimizer. It was so popular, the company spun it into its own nine-sku line, including a toner, cleansing gel, moisturizer and face scrub. The most recent addition is Pure Pores Roll-On Blemish Fix, which retails for $18.
“Joey New York has really filled a niche for us,” said Laura Saio, Bendel’s fragrances and cosmetics accessories buyer, who put the line in the store’s Beauty & Soul treatment area. “They have very specific and novel products for problematic skin. We’re already seeing repeat customers.”
One of the best-selling items at Bendel’s is a new product called Super Duper Lips, which is priced at $25 for a 1.7-oz. bottle of gel and a lip liner. Saio has reordered it three times so far, thanks to customers eager for a temporary, nonsurgical way to pump up their lips.
In two weeks, Joey will launch a new line of five sku’s called Double Stuff. The name came about because most of the items are packaged in containers that lock into each other.
Double Stuff Day and Night Moisturizers, which will retail for $38, features a day cream with green tea and a night cream enriched with red marine algae. Joey’s Double Stuff Day and Night Eye Treatment, at $36, pairs two of Joey’s best-selling products, Lift-Up Eye Gel and Firm and Tone Eye Cream.
The Double Stuff line also includes a skin lightening treatment duo for $40, a hand and cuticle treatment for $25 and a body moisturizing set for $36 that includes an elastin and collagen spritz and a collagen cream with shea butter.
Up next for Joey New York? The company will launch a full line of color cosmetics in January. “It is a totally new concept in makeup. It’s very exciting,” promised Arlyne. “It goes with our whole concept of easy-to-use beauty solutions.”