Skin care and color cosmetics brand Joey New York has a new look, hero ingredient and product offerings.
The new skin care collection, called Quick Results, is available at Duane Reade’s outpost at 40 Wall Street and on HSN, hsn.com and a number of other top beauty e-tailers. It will roll out to 31 additional Duane Reade Look Boutiques and six Walgreens Look Boutiques, with distribution to begin this month.
“The secret sauce is a combination of young coconut water and Indian ginseng,” said Richard Roer, president of Joey New York. “We harvest the coconuts when they are still green. The norm is to take them when they are ripe and brown in color.” The result, said Roer, is “young tender green coconut water,” which is crystal clear in coloring.
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“The young coconut water has amazing benefits, it can plump and hydrate the skin and it works immediately as well as on the long term,” said Joey Chancis, Roer’s daughter and chief executive officer of the brand.
According to Chancis, Joey New York, which has been in business for more than 20 years, has a history of offering formulations designed to alleviate specific skin problems. For fall, the entire range has been reformulated and repackaged with recyclable material, and new, fast-acting products have been added to the lineup.
“Historically, most of our treatments are one-minute treatments,” said Chancis. “Our brand has always been known for immediate results.”
Quick Results, which is a six-stockkeeping-unit collection, ranges from $28 for a blackhead-clearing gel masque to $44 for a Day and Night Cream Eye Duo. It also is designed to tackle signs of aging with products like Keep It Up, a skin-tightening treatment — priced at $42 — and Line Up, a wrinkle-plumping formula for $36. All products, currently available on HSN and hsn.com, Beauty.com, Drugstore.com and Skinstore.com, contain fresh coconut water and minerals like calcium, potassium, folic acid, magnesium and zinc. In July, both Bye Bye Blackheads and Correct a Line, $36, have sold out during their first day on HSN, according to Roer. He declined to give a projection, but industry sources estimate that Quick Results could generate as much as $3 million wholesale in the first year.
Joey New York will be back on HSN in October, with new products as well as the existing lineup. He also said a point-of-sale prototype is being developed to allow the new collection to be distributed throughout the Duane Reade chain, as well all the Look Boutiques in that chain plus within Boutiques planned for Walgreens. Roer also hinted at plans for extended brick-and-mortar distribution in the coming months.