Luxury Skincare And Hair Care Power ACMG
Atlantic Coast Media Group (ACMG) has revolutionized the traditional model for developing, marketing and distributing its skincare and hair care brands. The Jersey City-based company was founded in 2005 by Co-Founders and Co-CEOs Andrew Surwilo and Thomas Shipley to provide women with efficacious beauty products grounded in real science. At the end of 2010, ACMG had $170 million in annual revenue.
“Our brand-building strategy is one of the important successes of the company,” Mr. Surwilo affirmed. “This is just one of the accomplishments made possible by our greatest strength, our team. We count on everyone’s collective experience to think critically about the business in order to make us better.”
That critical thinking led ACMG to its defining innovation: the multi-channel, multi-brand marketing and development model. ACMG’s flagship beauty product, AM/PM Anti-Wrinkle Complex under the Hydroxatone® brand, was launched with a direct-to-consumer marketing test. After a positive consumer response, the product powered ACMG’s growth in customers and the expansion of the science-based Hydroxatone® brand. The products are promoted heavily through television, radio, magazines, direct mail and online media filling out the multi-channel strategy.
Hydroxatone®’s nearly ubiquitous presence on radio and TV airwaves amplified consumer awareness of the brand, opening an inviting door to online and brick-and-mortar retailers. Products from the Hydroxatone® collection are now at all Ulta locations nationwide and will be entering Macy’s this summer. The products debuted on HSN in February and have been mainstays at a number of online retailers since Hydroxatone®’s launch in that space last year. Hydroxatone® products returned to HSN in April and will be back on that television network in May and July. The brands also appear in many red-carpet giveaway bags.
Using the multi-channel strategy to promote, distribute and market the Hydroxatone® brand allowed ACMG to expand adding the Keranique™, D.N.A. by Hydroxatone® and Luminique™ brands to its portfolio. This year, ACMG plans to launch the new Instant Effect brand and many new SKUs in its other brands.
Another core focus of ACMG is the product development process featuring skincare technologies unique to each brand. “We source our key ingredients from leading pharmaceutical companies and labs throughout the world,” informed Mr. Shipley. “Our team then works with R&D labs to develop proprietary formulations using these key ingredients along with exclusive delivery systems and vigorously testing variations until the perfect formula is discovered.”
ACMG will continue its mission of creating iconic beauty brands using cutting-edge science to provide customers world-class products with state-of-the-art marketing and packaging and exceed their expectations for real beauty results.
“It is in the DNA of this company to actively look for new and better ways of doing things,” Mr. Surwilo reveals. “Never count on us to be predictable. We delight in upending traditional models to achieve transformative innovation in all aspects of the business.”