Startup ecommerce brands are struggling to get by without the Facebook advertising engine. Legacy brands are flummoxed by the ecommerce evolution.
One company that’s hoping to split the difference is RoC Skincare, a brand that spun out of Johnson & Johnson and was acquired by the private equity firm Griffin in 2018. RoC was first acquired by J&J in 1993.
It was Griffin’s bet that split from the somewhat staid J&J brick-and-mortar focused organization – J&J products are carried in Walmart, Walgreens, Target and CVS among other mass retail chains – RoC could modernize its marketing to drive ecommerce.
