mSix&Partners and Halpern are tasked with the development and execution of a 360-degree media, PR and Influencer strategy and communications plan, to drive awareness of the brand and grow UK market share, following a competitive pitch process. The agencies will leverage the Power of & and their ethos of collaboration to deliver a bespoke integrated model for RoC Skincare.
RoC Skincare, the leading clinically-proven skincare brand, is known globally for its expertise in Retinol, a derivative of Vitamin A. It works by boosting skin’s renewal process and helping to diminish fine lines, wrinkles, sagging skin and uneven skin tone and texture. The brand, which had been eased out of the UK market by previous owner Johnson & Johnson, is being gradually re-introduced to the UK market by Gryphon Investors, which acquired it in 2019.
Supporting the roll-out of a range of RoC products, across 825 Boots stores in the UK, mSix&Partners and Halpern have worked with RoC to develop an integrated media plan, incorporating strategy, VOD, digital, media partnerships and working concurrently with a digital influencer and PR launch campaign.
Myriam Nissim, head of marketing EMEA at RoC Skincare, said, “We were looking for strong, experienced partners with the expertise and savvy to help us grow both awareness and sales, both in-store and online, with a 360-degree integrated media strategy. mSix&Partners and Halpern stood out as agencies which could not only hit the current brief but grow and scale our media and creative strategy as we grow our brand across the UK. Their focus on real partnership, and the depth of their expertise in media, creative and content, makes them the perfect partners for RoC as we bring our range of science-led products and optimistic ‘look forward’ message to a competitive marketplace.”
Victoria Bickle, UK MD at mSix&Partners, said, “We are excited to partner with RoC to bring a much loved brand back into UK Boots stores, a retailer responsible for 65% of premium skincare sales in the UK. Our launch plan with Halpern integrates all channels from events, to influencers, to paid media to create an unmissable, impactful ecosystem worthy of this iconic brand. Ultimately, we have created a launch plan which works hard to drive footfall into Boots stores.”
Sarah White, MD & partner at Halpern, said, “We are thrilled to announce our partnership with RoC to support their re-entry to the UK and launch into Boots. It continues to be an exciting time for the skincare category with consumers looking for products that focus on skin health and results, and as an iconic skincare brand, RoC is perfectly positioned to achieve growth. The virality of skincare experts on social media continues to be a key driver for brand growth and discovery. As consumers continue to use social platforms as a specialist source for beauty advice, brands must continue to deliver interesting digital strategies. Led by Halpern’s influencer division, we will manage paid partnerships and deliver all organic influencer work on behalf of the brand.”
This article was first feastured on Little Black Book.