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RoC® Names Empower Media Agency of Record

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.

About Empower

We are Empower, The Un-Holding Company. Our advantage is simple: Clients first - not shareholders.

From the day we opened our doors in 1985, Empower has always challenged the media status quo.

Empower is MediaPost’s 2021 Creative Agency of the Year, recognized as one of the top independent agencies by Campaign US, a two-time Ad Age Agency A-List Standout (2019 and 2021) and was crowned MediaPost’s 2016 Media Agency of the Year.

Our integrated team of experts in Media, Creative, Analytics and Word-of-Mouth Marketing outperform expectations. Celebrating two Adweek Media All-Star wins, back-to-back, while also being honored by the Webby Awards, The One Show, National ADDYs and ANA REGGIE Awards proves the eclectic talent at Empower is no one-hit wonder.

Empower’s client and employee tenure rate is unmatched - 3X the industry average. Some of our biggest fans include Brooks Running, Conn’s HomePlus, LIXIL (American Standard, GROHE and DXV), Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley, Rust-Oleum, RoC Skincare and Newell Brands.

Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Our Chicago office is located in the city’s bustling River North neighborhood, just steps from the Merchandise Mart. And our newest Atlanta hub is located inside the Interlock in West Midtown.

While much has evolved in our 38-year history, we remain independent with plenty of hustle…

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