With a 70-year history and an 87% consumer awareness rate, Roc is an iconic French cosmetics brand. Following a series of takeovers, Roc has grown considerably in the United States (one of the brand’s products is sold every five seconds in the country)… and has become a little sleepy in France. Julien Pasquini, at the helm of the brand’s French branch since September 2024, is on a mission to wake up the sleeping beauty. CosmeticOBS spoke to him to find out more about this redeployment.
CosmeticOBS: Roc has been around for seven generations. Why talk about redeployment for a brand that’s already well established?
Julien Pasquini: Historically, Roc is a French brand, created by pharmacist Jean-Charles Lissarague in 1957. After being bought out by the American industrialist Johnson & Johnson, sales in France were entrusted to a local distributor. In this way, all strategic decisions were taken in the United States.
Recently, with the help of a European financial partner, we decided to create a French team. At present, we have a team of 10 employees working from our Paris headquarters, and 12 sales representatives whose job it is to meet our pharmacists partners.
CosmeticOBS: What are the various stages in this redeployment?
Julien Pasquini: In addition to our marketing plan (poster campaign, collaboration with expert influencers, reinforced presence on social networks), the crucial point is to establish our presence in pharmacies. Roc is a scientific brand by nature, and we are very attached to the endorsement of health professionals. It’s important that our customers benefit from the expert opinion and advice of the pharmacist when they make their purchases.
In fact, we carried out a field survey in which …
