CINCINNATI (MAY 18, 2021) – RoC Skincare, the market-leading anti-aging skincare brand, announced today that it has named Empower as its Media Agency of Record. Empower will drive strategic leadership and in-market activation in the U.S. With the massive opportunity posed by scaling the brand in the U.S., Empower is focused on growth.

RoC is also relaunching in the Canadian market. As such, Empower has partnered with Epitaph Group, a Canadian media agency based in Toronto, to navigate RoC through the nuances of the multi-lingual Canadian market.

“We’re looking forward to working with Empower,” said Hillary Hutcheson, Chief Marketing Officer at RoC Skincare. “We appreciate Empower’s nimble marketplace approach to activation along with their scalable structure, data-driven planning and focus on return on investment. The Empower team understands the RoC consumer and will help us connect with her in meaningful ways,” she said.

“We have senior-level talent who are excited to leverage their global beauty experience as Empower adds a new category to its client portfolio with the prestigious RoC brand,” said Rob FitzGerald, president and chief operating officer at Empower. “This, coupled with our considerable CPG experience and similar value systems, sets a great foundation for a strong partnership for years to come,” he said.

Empower takes an audience-first, data-driven approach to planning, creation and activation. The foundation of this approach is rooted in the Empower EMergeSM process where 1st and 3rd party data, primary research, syndicated research, and Fast Data from search, social and web analytics are combined to create a detailed map of the consumer journey. Empower then applies specialized market insights to identify the main opportunities to engage U.S. and Canadian consumers throughout that journey – at the right places, times, and with the right message.

About RoC

RoC® has been a leading French skincare brand since 1957 when pharmacist Dr. Jean-Charles Lissarrague created the first hypoallergenic skincare formulations in Paris, France. For more than 60 years, RoC® has followed a scientific approach to deliver award-winning and innovative solutions, such as developing the first SPF sunscreen to prevent signs of aging as well as discovering the method to stabilize retinol, making it safe and effective for daily use. Looking toward the future, RoC® continues to improve its aesthetics, tolerance and efficacy by partnering with world-class scientists and dermatologists to create products that provide visible results for a lifetime of healthier skin. Visit RoCSkincare.com for more information.