L’Oréal skincare brand Thayers Natural Remedies has named Coyne PR as its PR AOR. 

An RFP was issued in 2022 and Coyne was selected earlier this year. The agency started working with Thayers at the end of June and has been retained to develop and activate an integrated 360 go-to-market plan. 

“As we think about the evolution of Thayers going forward, we really look at key partners that have great experience both in the industry of beauty, health care, skincare, but also who have the expertise in partnership, customer service and the ability to not only scale a brand, but the foundational excellence that it requires to build a brand,” Thayers SVP and head of brand Derrick Booker said.

Thayers’ strategic collaboration with Coyne aims to change the tone of the skincare market through unexpected partnerships, activations and content plays, while raising brand awareness with the goal of recruiting new consumers, the agency said in a statement. 

Strategies are focusing on reinforcing the brand’s known products such as toners as well as introducing new products to the portfolio, including Thayers’ line of three moisturizers designed for specific skin types to meet personal skincare needs.  

Coyne’s first activation with Thayers was its partnership with X Games California as official beauty and skincare sponsor in July. 

The collaboration provided a way to educate on the importance of Thayers’ toner, witch hazel science and skincare, especially for those with an action-focused, outdoor lifestyle, according to the agency.

Coyne PR EVP Lisa Wolleon is heading the account alongside VP Stacey White, assistant VP Caroline Aponte and a large team working across execution. 

Coyne is leading the work with Thayers and its integrated agency partners in paid media, influencer and social media. Coyne is the brand’s exclusive PR agency. Booker declined to name the other agencies Thayers works with.

Financial details of the partnership were not disclosed. 

LaForce was the incumbent PR agency partner. The firm still works with other aspects of L’Oréal, said Booker, but he would not provide details.

“[LaForce] was a wonderful team. They were great collaborators. They left an indelible mark on the brand and so the decision was not taken lightly,” Booker said. “What it really came down to is where we needed to go and where the vision of the brand is going to be moving forward.”

A LaForce spokesperson was not immediately available for comment.

“We feel so comfortable within the L’Oréal space and we’re very familiar with how the company operates and we’ve been very lucky to get to work on so many amazing brands,” White said. “We’re just so thrilled that Thayers is the latest in a great group of L’Oréal brands that we hope to take to the next level.”

Coyne also represents L’Oréal brands CeraVe, Vichy and Redken as PR AOR.

L’Oréal acquired Thayers Natural Remedies in 2020. The U.S.-based natural skincare brand from Henry Thayer Company was founded in 1847. 

Coyne is a New Jersey-based PR agency. The firm reported a revenue increase of 9% to $39 million in the U.S. in 2022, according to PRWeek’s 2023 Agency Business Report

This article originally appeared on PRWeek US.