Celebrating 600 Projects with Roc skincare

In an ever-changing beauty industry, the RoC Skincare and Invok Brands relationship is a shining example of collaborative progress and success. Having recently completed our 600th project as RoC’s Agency of Record, it felt like the perfect opportunity to reflect on how we got here and what has allowed our partnership to flourish. 

Founded in 1957, RoC Skincare has established itself as a leader in the beauty industry with their clinically proven, efficacious products. However, the brand recognized that they needed to evolve in order to grow in the rapidly changing beauty industry, which led them to approaching Invok in 2019 to help with a major redesign of their packaging. The rest, as they say, is history.

“Invok delivered the branding and packaging that we envisioned: an elevated modern aesthetic that stayed true to RoC’s heritage,” says Hillary Hutcheson, Chief Marketing Officer.

Since that initial project, the partnership between RoC and Invok has evolved significantly over the past five years – from a focus on branding and packaging to now touching all consumer touchpoints such as displays, point of sale (POS), and digital platforms like social media, e-commerce, website, and email. The expanded responsibilities underscore the trust, confidence, and synchronicity between the two companies.

“It has been a fun challenge to help reimagine a 60-year-old brand,” says Invok Creative Director, Devon Luxmore. “It’s the finer details, from freshening up a dated gold to simplifying the RoC letterforms and bringing them to the forefront that has helped reinvigorate the brand and attract new customers, all while respecting the brand’s iconic equity elements.”

The partnership has gone beyond design, though. The initial challenge of managing a high volume of design requests led Invok to streamline processes, helping organize and prioritize tasks for the design team and ultimately allowing them to focus on unleashing their creative power. By implementing software tools geared towards project and digital asset management, a new level of efficiency and transparency was introduced into the collaborative workflow, setting an elevated standard for managing creative projects.

“Invok can say to me, ‘can you prioritize and give me some flexibility?’ They aren’t afraid to do so because open and constant communication is necessary to meet your deadlines and produce the deliverables,” says Britni Rosato, Marketing Director, North America.

Given RoC’s global presence, it has been equally as important to establish cohesion between various teams and departments – regardless of time change or geographic divides.

“Whether it is with the North American, EMEA (Europe, Middle East and Africa) or Global teams, having an open line of communication has been critical,” says Invok Account Director, Lauren McGee. “It helps us get the job done without jeopardizing our value and critical thinking.”

From global brand redesigns and packaging innovations to retail walls, secondary displays, and daily digital updates, the journey from handling 15 SKUs in 2019 to over 90 SKUs today has helped elevate RoC's brand presence and ensure its adaptability in competitive and diverse markets. In fact, over the past five years, RoC’s business has seen impressive growth of 67%.

“The diversity of markets we have in EMEA makes it challenging sometimes to ensure brand consistency in execution. However, Invok has been an invaluable partner to RoC, delivering the highest standard of creativity in all materials and ensuring our brand shows up in the most impactful and cohesive way across all our markets and retailers,” says Myriam Nissim, Head of Marketing EMEA. “They continuously push for an excellent brand image both in-store and online, which has helped our tremendous growth over recent years.”

Most recently, Invok has placed a designer in RoC’s offices to ensure close collaboration and a deep understanding of the brand’s changing needs. Ultimately, this allows for a smoother integration of Invok’s creativity into RoC’s daily operations.

“We are so proud of our ongoing, fruitful partnership with RoC Skincare,” says Invok’s CEO, Anne Marie Pagliacci. “We would like to thank them for their trust and collaboration over the past five years and we can’t wait to see what the future holds.”