The recent acquisition of Sarah McNamara’s Miracle Skin Transformer (MST) by Atlantic Coast Media Group (ACMG) has created a buzz throughout the industry. McNamara’s abundant success with her skin care line over the last 18 months piqued the interest of ACMG’s co-founders Thomas Shipley and Andrew Surwilo, and eventually led to their taking a majority stake in the company.
To add to their existing brand portfolio, which includes Hydroxatone, Luminique, Keranique and DNA, ACMG has created a new division, Sarah McNamara Beauty New York, of which McNamara will serve as president.
“We believe that our team, experience and infrastructure will only accelerate the opportunities for Sarah McNamara Beauty New York to become a premiere global brand,” said Surwilo. “The brand will maintain its unique corporate culture through the leadership of Sarah, but with access to all of the resources ACMG can offer. We see MST as the perfect complement to our suite of prestigious brands, and with Sarah’s experience and entrepreneurial spirit, it is a perfect match.”
Using their dominant multi-channel business model, ACMG plans to launch an extensive print, radio and television media campaign, which will begin in part in October.
“We plan to add fuel to an already successful brand story,” said Surwilo. “MST has all the elements—superior product, well-executed marketing plans and clarity of message. I anticipate this reaching $100 million in sales within the next 36 months.”
In the short-term, MST will be launching this month in all Sephora doors nationwide, and a new addition to the line—Heal Everything Balm—will hit stores in October. Other innovative line extensions are in the developmental stages—a night product and a daytime elixir product are scheduled to launch in 2012.
Distribution will continue at Bergdorf Goodman, sephora.com and other select independent retailers, and there are plans for home shopping channel appearances, in which McNamara will serve as the brand’s spokesperson.
“I am absolutely thrilled to have the opportunity to work with ACMG in a collaborative effort,” said McNamara. “MST’s retail partnerships are continuing to grow and I am excited about our vision and the consumer response to the brand. My many years of experience in the beauty industry, combined with ACMG’s massive resource engine and media investment, makes for a very successful formula.”
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