'Now, retailers are coming to us': How RoC Skincare's retail media strategy has evolved

"We do believe that there's a lot of runway for opportunity here; we're going to continue to invest in the channels where we see the most growth - this is not going away,"

"The business has demanded that we really move here and focus here - in e-commerce and retail media, specifically."

"What's really interesting to me is that, for years, and for so long, we've been going to retailers, and we're like, selling in our goods, selling the shelf placement, [getting] the next promo, [getting] the next display,"

"And now, retailers are coming to us and they're trying to sell us their retail media, so the tables have turned a little bit."

RoC Skincare shifted e-commerce from 10% to 50% of its business over five years and now treats retail media as a core growth channel. The company plans continued investment in high-growth digital channels and has focused efforts on platforms including Amazon, Walmart, Target and Ulta. Retail media networks provide new growth avenues as retailers increasingly sell media placements directly to brands. Paid search remains a priority to maintain visibility in the competitive facial skin-care category, and RoC aims to maximize return on retail media spending while expanding digital retail presence. The brand dates to 1957 and was acquired by Bridgepoint in 2024.

Read at Modern Retail