The brand's strategy of playing to its French pharmacy heritage is resonating across key markets.
in October — to chief marketing officer Hillary Hutcheson. “We are around 100 million views on TikTok in the last six months, and it’s because Hillary knows what works but has a lot of fun trying new stuff. She created a big campaign with dermatologists and experts on skin,” he said.
The brand is also taking a fresh approach on antiaging, where Acosta is hoping to shift consumer perceptions. “If you look today, 90 percent of women are pessimistic about aging, and this spans for women above 25,” he said. “We believe in efficacy, and we’re going to be doubling down with expertise not only on dermatologists, but also with plastic surgeons.”
In that vein, Roc is introducing its first wrinkle patches, which will bow exclusively at Target in January at $17.99 for a package of six. The patches feature peptides and hyaluronic acid alongside its hero ingredient, retinol. They also were clinically tested, with 97 percent of participants reporting a reduction in lines and wrinkles. “People want clinical proof, and they want value,” Acosta said.
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