Sarah McNamara Simplifies Skincare With Miracle Skin Transformer
After 15 years of experience in the corporate beauty world, New Zealand-born, Founder of Sarah McNamara Beauty New York, recognized a need for change in the skincare category. While there were many options available on the market, Ms. McNamara observed that the modern-day woman doesn’t always have the time, energy or desire to invest in a full regimen of products for their skin. “The industry has proliferated the idea that women have to purchase multiple products and formulations to layer on top of their skin,” stated Ms. McNamara, nixing the notion that great skin can only be achieved through use of a battery of products. “I want women to rethink their skincare routine.” With this vision, Ms. McNamara set off to create Miracle Skin Transformer, a new approach to skincare that achieves the same efficacious results that are offered by prestige skincare products—in a single step.
The brand launched in 2010 with its first product, Miracle Skin Transformer SPF20 Face and has since expanded to include eight SKUs, including Miracle Skin Transformer MEN SPF20, Miracle Skin Transformer Treat & Conceal and Miracle Skin Transformer SPF20 BODY. The one-step approach of the Miracle Skin Transformer range allows users to obtain transformative results without the commitment of an extensive routine. Though touted as a multi-benefit, all-in-one product, Ms. McNamara maintains Miracle Skin Transformer should not be compared to the Beauty Balms that have recently been flying off store shelves. “This is not a BB cream,” informed Ms. McNamara. “It’s a skin transformer; it’s a completely new category.”
For the creation of Miracle Skin Transformer, Ms. McNamara worked with specialized chemists to formulate an active, anti-aging moisturizer that combines the benefits of priming, enhancing, mattifying and protecting the skin. “The touch and feel of each formula is completely innovative due to its naturally-derived silicone base,” she stated. Every Miracle Skin Transformer product is formulated with the proprietary M3 Complex, which is comprised of high-performance natural ingredients and formulated without petrochemicals, synthetic fragrances, parabens or dyes. “We want women to wear less highly-pigmented products and instead use products with less carcinogens and greater natural active ingredients.”
Two new products were added to the line this month—Miracle Skin Transformer Heal Everything Balm and Miracle Skin Transformer Triple Active Night Treatment—and excitement has been growing around new hero products in the lip treatment and high-definition face categories set to launch in the second half of the year.
The range is currently available at Sephora, Bergdorf Goodman, nordstrom.com, sephora.com and miracleskintransformer.com and on HSN. It will be introduced into all doors of Nordstrom on September 1. Miracle Skin Transformer will also make its overseas debut this fall with a UK launch at leading retailers.
Last month, the brand introduced its first multi-channel, long-form commercial that has been broadcast on all major networks. The 30-minute infomercial offers viewers an exclusive look inside the brand and its bestselling products. Largely filmed within Sephora at its Times Square and Los Angeles store locations, the segment includes product education along with consumer feedback and before-and-after clips. The Miracle Skin Transformer segment marks the first time the beauty retailer has allowed an infomercial to be filmed within its doors.
Along with advertising, sampling has also been a major component of the success of Miracle Skin Transformer. Before the official launch, the brand partnered with major magazines to offer readers deluxe-sized samples when they signed up through the Miracle Skin Transformer Web site. This sampling promotion received a tremendous response from consumers and provided the initial boost of brand awareness. Miracle Skin Transformer continues to utilize sampling through all of its retail channels.
In addition to the new products coming down the pike, Ms. McNamara’s latest venture is hosting her own radio show, Face Forward with Sarah McNamara, which airs on VoiceAmerica’s Variety channel. “Face Forward is about beauty, life and everything in between,” said Ms. McNamara. “I believe in multi-channel marketing, and this is a great way to reach out to consumers in a different way.” Face Forward, which debuted on March 7, is a lively hour that covers a range of topics to pique the interest of the modern woman—from politics to celebrity gossip to healthy living. The show also features timesaving tips as well as regular guests and motivational speakers. VoiceAmerica reports Face Forward is currently ranked within the top 5 of its 80 most popular radio shows.
Understanding its target customer is a driving factor in the success of any company, but with finding the perfect balance between running a business, hosting a radio show and raising two sons in New York City, no one better understands the modern-day, does-it-all Miracle Skin Transformer consumer quite like Ms. McNamara herself.