Roc Skincare has tapped a buzzed-about trifecta for its latest launch.
The skin care brand reunited “Real Housewives of New York” stars Bethenny Frankel, Sonja Morgan and Ramona Singer for its latest campaign, focused on the brand’s new Retinol Correxion Rich Cream, in a spot that bows Wednesday. The campaign marks the first time the trio fronted the same brand simultaneously, they said.
“Everything was off the cuff,” Morgan said, adding that the idea came from Frankel.
“This is about [Roc] allowing people to do what they’re supposed to be doing. This is a good idea but it could’ve been cheesy and botched if it’s not done correctly,” Frankel said of the video. “The product is amazing, the brand is amazing, and they let us convey how good the product is without forcing it. It’s so smart, it’s very natural.”
The campaign focuses on the brand’s new Retinol Correxion Rich Cream, a new product that highlights a patented type of retinol seven times stronger than traditional retinol, according to the brand.
Singer, who was first introduced to the brand roughly a decade ago, said it also swayed her own usage of retinol. “I’m a big believer in retinol but I never really used it because I have very sensitive skin,” she said. “But this has all the other ingredients you need to hydrate.”
It’s not the first time Roc has looked to entertainment for campaigns, having tapped Sarah Jessica Parker twice for campaigns in the past. At that time, Roc’s chief executive officer Fernando Acosta pointed to research that indicated consumer pessimism toward aging, and said efforts were “about delivering simpler communication for our consumers so that we can build trust.”
The cream, as well as the brand’s Lip Volumizer, are favorites among the trio.
“Ramona and I have very sensitive skin and we’ve had a lot of experience with everyone inviting you in to get something done,” Morgan said. “This, you don’t break out, you don’t get burned, and you can use it consistently and not worry about overdoing it.”
Singer and Morgan are both gearing up for the debut of “The Golden Life,” a spinoff of their original show that takes place in Palm Beach, Fla.
Frankel was quick to find virality on BeautyTok in the wake of the pandemic, which she’s parlayed into myriad brand deals and millions of followers on TikTok and Instagram. As for whether the other two would follow suit, only time will tell.
“Bethenny opened up a door for me and Sonja, which is great,” Singer said. “It was just so great being the three of us: it was natural, no negative energy. We shared the fact we all have daughters, we’re single moms and we have a special bond.”
“Life right now is not about doing anything you don’t want to do, or that’s gonna give you stress, or that’s gonna take away from your peace,” Morgan added.
