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2 Aug

Sarah Jessica Parker, Roc Skincare Reboot Look Forward Project

Sarah Jessica Parker, Roc Skincare Reboot Look Forward Project

Roc Skincare and Sarah Jessica Parker are rebooting their partnership.

The duo, which first collaborated last 12 months on the Look Forward Project — an initiative to encourage optimism around aging — are giving the campaign one other go. 

Look Forward Project is predicated on findings of a study Roc conducted on attitudes toward aging, akin to that 90 percent of girls feel anxious about it. On the time the project was launched, Parker told WWD, “The headline for me about that is that it’s attempting to have a conversation about not covering things up, or not being apologetic concerning the passing of time.”

A 12 months later, that message resonates along with her much more as she thinks about aging less. “I’m probably less concerned about [aging] than I used to be a 12 months ago,” Parker said. “I just don’t summon the time and energy to be frightened. And to listen to a big skincare line say, ‘we don’t want you to, we’re not going to pretend that we’re changing this technique of waking up one other day,’ the connection has been affirming, and it’s given me what I would like.”

Parker is curating one other gift set for the campaign’s second iteration, which incorporates a serum, a watch balm and an SPF moisturizer from the brand’s Revive + Glow range.

“What works for me has worked for quite a lot of women for many years at a reasonable price point,” Parker said of her own routine, which incorporates those products. “Skincare isn’t this thing only for the rarified, like ‘I can’t touch it or I actually have to mortgage my house to pay for it.’ That’s complicated, that’s confusing, those 10 to fifteen steps. I don’t know people in the actual world which have time for it.”

The gift set accompanies a TikTok campaign called #BeARoC, a community care program with the nonprofit SeekHer, and a curriculum around optimism for 100 middle schools nationally.

Although the mission of the campaign hasn’t modified, this one is taking aim at younger consumers than before.

“We are attempting to assist educate people on the ability of optimism; that has a major impact on our health, happiness and longevity,” said Fernando Acosta, chief executive officer of Roc Skincare. “We began with age anxiety, and now, we’re extending that to our next generation.”

Acosta added that product development would follow suit with products also geared toward younger consumers, but declined to comment further.

“We did more research because we discovered that the younger age groups are craving more education,” Acosta continued. “Greater than half of girls felt they weren’t optimistic when growing up and want that they had been, while 80 percent of girls imagine we must always have more resources and support to make sure our kids learn the way to incorporate optimism into their lives.”

He added that business has remained strong, having grown greater than 25 percent year-over-year. “At the top, it’s nearly delivering simpler communication for our consumers in order that we are able to construct trust,” he said.

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