JOEY NEW YORK BRANCHES INTO COSMETICS

Byline: Kerry Diamond

NEW YORK — Truth be told, most of the new makeup lines to hit the prestige market in 2000 focused on two things: pretty packaging and pretty colors. The debut cosmetics collection from the Joey New York skin care company, however, focuses on solving problems.
Large pores? There’s Pure Pores Liquid Foundation. Teeth not white enough? There’s Opti-Brite Lipstick Swirl with blue botanicals. Somewhat deficient in the cheekbone category? There’s the Chiseled Cheeks blush trio. Each item is geared to an issue that relates back to a current beauty, plastic surgery or dental trend. It’s the same approach the company takes with its signature skin care products.
The 65-stockkeeping unit collection is set to launch in April at Henri Bendel in New York. The distribution plans involve rolling it out to doors that already carry the complete Joey New York skin care line, like Sephora and Sephora.com. Currently, Joey is found in 100 doors. According to industry sources, the launch of cosmetics should result in $18 million in retail sales for the entire brand in 2001, up from $12 million in 2000.
The line has been in the works for the past year, but Joey Roer, chief executive officer of the eight-year-old company, has been thinking about it for much longer than that. “It took so long because we wanted it to be something meaningful,” she said.
The line is broken into four parts. The Opti-Brite collection includes 22 shades of lipstick, which will retail for $17 each; 10 shades of lip pencil, $16 each, and seven shades of lip gloss, $18 each. As Roer explained, the Opti-Brite products contain blue botanicals, like cornflower and safflower oil, to make the teeth appear whiter. They were inspired by the current teeth-whitening trend.
The Pure Pores collection, which is a spinoff of the Pure Pores skin care products, includes a Pore Tightener & Filler Serum, which will retail for $28; 10 shades of Pure Pores Liquid Powder Foundation, $35 each, and eight shades of Pure Pores Finishing Powder, $26 each. The Pure Pores items are designed to give an air-brushed look to the face, Roer noted.
Chiseled Cheeks is a trio of blushes that comes packaged in the same stackable slide-out pots used for Joey New York’s Delipcious lip balms. Each shade is identified as either Definition, Glow or Accent and is used on specific parts of the cheek area. Chiseled Cheeks, which will retail for $26, comes in four color families: neutral, soft pink, soft peach and wine-gold.
State of the Arch is a kit for the brow-obsessed that contains wet-to-dry soy powder and an ergonomic brush. Available in auburn, black and brown, it will retail for $28.
In support of the launch, the line will be promoted with advertisements in Allure, Glamour and Harper’s Bazaar. The company will also be hiring field support in each of the territories where it has a cluster of stores.