How Legacy Brands Win on Social Media with Ryan Roth, Director of Brand Growth at Peter Thomas Roth | Ep. 424

Modern influencer marketing for legacy clinical skincare brands relies on shifting from traditional retail advice to social-driven discovery. Peter Thomas Roth leverages visual, result-oriented content—such as eye patches and "Get Ready With Me" videos—to build trust and demonstrate efficacy on platforms like TikTok. Seeding products to a diverse range of influencers serves as a cost-effective, high-impact growth strategy, often yielding unexpected viral moments that outperform planned campaigns. While celebrity endorsements provide mainstream cultural resonance and long-term brand equity, micro-influencer partnerships drive lower-funnel conversions. Success in this competitive space requires balancing authentic, human-centric storytelling with a commitment to product quality, ensuring that social media acts as an educational portal for consumers to understand the science behind the brand before making a purchase.