RoC® case study
RoC Skincare - Distribution restructuring for award-winning science-based brand.
ABOUT
Founded in 1957 at Pharmacie Rogé Cavaillès in Paris, RoC® has a long-standing reputation for pioneering innovation in skincare. The brand’s scientific ingenuity has led to industry firsts such as the creation of the first-ever hypoallergenic product, complete UV protection, and the stabilization of Retinol – a milestone that set a new benchmark for anti-ageing skincare. For over six decades, RoC has maintained a leadership position by working closely with leading dermatologists and scientific experts to ensure every product is rooted in clinical research and proven efficacy. Harnessing patented technologies, RoC delivers advanced solutions designed to optimize skin health through every stage of life, making it a trusted choice for consumers seeking results-driven skincare.
THE CHALLENGE
Following a change in ownership, RoC Skincare needed a revitalised retail strategy to unlock its growth potential in The Netherlands and across Europe. While the brand already had strong global recognition, its presence in local retail channels lacked consistency, relevance, and alignment withevolving consumer expectations. The European skincare market is increasingly competitive, with customers seeking not only clinically effective products but also sustainability, transparency, and an engaging brand experience. RoC required a repositioning that balanced its scientific heritage with modern retail demands, ensuring the assortment, pricing, and in-store presentation resonated with today’s beauty shopper.
OUR APPROACH
To address these challenges, we initiated a comprehensive restructuring of RoC’s distribution strategy. This included a full review and optimisation of its retailer portfolio and product assortments to better align with current consumer purchasing behaviours. We strengthened relationships with key retail partners and introduced a KPI-driven retail marketing plan incl. targeted promotional campaigns to increase visibility. Significant PR & marketing investments were made to support these efforts from influencer collaborations to digital campaigns focused on hero products such as Pure RoC RetinolTM. Additionally, we implemented continuous feedback loops with both retailers and consumers, allowing us to adapt quickly to market shifts and refine our positioning in real-time.
‘‘RoC Delivers Science-based Skincare For Over 60 Years.’’
RESULTS & OUTLOOK
The results of this strategy have been highly promising. Within the first year, RoC Skincare achieved an average sales growth of approximately 30% among existing retail partners compared to the previous year. The enhanced product curation, combined with stronger marketing activation, has not only boosted sell-out rates but also reinforced RoC’s position as a go-to skincare brand. With a clear growth trajectory and ambitious, well-structured plans, we are targeting a 50% sales increase in the coming year. By maintaining our focus on innovation, consumer engagement, and retail excellence, RoC Skincare is well-positioned to expand its footprint and capture an even greater share of the European skincare market.