Supergoop wants its buzzy sunscreen to move from niche to mainstream.
To help it do that, the skincare brand has named January Digital as its agency of record for media planning and buying, overseeing brand, performance, and retail spend as part of a new marketing model. The move comes shortly after Lauren Weinberg joined as chief marketing officer (CMO) in February; she was previously CMO at Peloton.
Supergoop had been looking for an agency before Weinberg started, but she met Vic Drabicky, founder and CEO of January Digital, during her first week on the job. Supergoop’s goal, she said, is to work with an agency that can oversee media spend in new areas for the brand, such as sports partnerships and retail media.
