The one-year-old skin care line Miracle Skin Transformer is out to shed its niche status. The range of multipurpose products has been acquired by Atlantic Coast Media Group, a beauty company founded in 2005 by two direct-response marketing executives, Andrew Surwilo and Thomas Shipley.
“I see this as a $100 million brand within the next 36 months,” said co-chief executive officer Surwilo of the line founded by Sara McNamara.
ACMG acquired a majority stake in the company, forming a new division called Sarah McNamara Beauty New York.
Products rely on silicones derived from sand and are designed to “hydrate, enhance and protect.” McNamara said, “Gone are the days of layering products on skin and applying primer, foundation and SPF separately.”
Miracle Skin Transformer is designed to address all three benefits in one step.
“Women are looking for products to do more than one thing,” said Surwilo.
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The line is currently sold in Bergdorf Goodman, and on Miracleskintransformer.com and Sephora.com.
Several of its products are slated to launch in all Sephora doors on Sept. 15.
“We’re going to put a ton of media behind it,” said Surwilo, rattling off a marketing recipe of print, direct mail, online, TV and radio, which will begin in part in October. A more robust campaign is planned for the first quarter.
Distribution plans call for short- and long-form informercials, appearances on a home shopping channel and more retail doors. McNamara, who has held senior-level beauty posts at firms like Unilever and L’Oréal, will act as the brand’s TV spokesperson. She retains a stake in her namesake company and also serves as president of ACMG’s new division, charged with “creating, promoting and crafting the brand,” said Surwilo.
More beauty product concepts are planned under the Sarah McNamara nameplate, the pair said.
ACMG has applied a similar formula to the other brands in its portfolio — namely Hydroxatone, Keranique, Luminique and DNA — which were developed in-house.
Surwilo recalled that he and his business partner, Shipley, launched the business six years ago out of an attic in Virginia with Hydroxatone. The brand is now sold in Macy’s, Ulta and on HSN.
Surwilo said ACMG has annual revenue of $200 million.
McNamara, who is gearing up for the upcoming introduction of Miracle Skin Transformer Heal Everything Balm in October, said of the partnership, “The sky is the limit.”