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RoC Skincare’s Commerce Marketing Strategy Goes More Than Skin Deep

RoC Skincare, a brand spun out of Johnson & Johnson and acquired by private equity firm Gryphon in 2018, is redefining its marketing to boost ecommerce while leveraging its brick-and-mortar legacy. After the J&J era, Roc launched Roc.com and enabled direct-to-consumer in June 2020, building an ecommerce footprint alongside retailer partnerships, with Amazon playing a significant role. Led by CEO Fernando Acosta and CMO Hillary Hutcheson, the brand coined the term 'skintellectual' to describe an ingredient-savvy consumer who uses multiple skincare products weekly. RoC is leaning into retailer-owned media, notably Target Roundel, to achieve precise targeting, and blends linear TV/OTT with digital channels, paid social, and influencer marketing. Programmatic buying via Empower and Nielsen market-model studies help optimize spend across Roc.com, Amazon, and other retailers. Online growth has accelerated but in-store remains RoC’s core business, shaping its ongoing commerce marketing strategy.