Supergoop is accelerating its transition from a niche skincare favourite to a mainstream contender, driven by the strategic appointment of Lauren Weinberg as its Chief Marketing Officer .
Since joining in February, Weinberg-formerly CMO at Peloton-has quickly begun reshaping the brand’s marketing direction, focusing on scale, visibility, and broader consumer reach. Her appointment marks a pivotal moment in Supergoop’s evolution as it looks to expand beyond its core audience.
Central to this strategy is the appointment of January Digital as agency of record for media planning and buying. The agency will oversee brand, performance, and retail media investments, forming the backbone of a more integrated, data-driven marketing model.
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Although the agency search began before Weinberg’s arrival, her early meeting with Vic Drabicky helped solidify the partnership, aligning with her vision for a more expansive and modern media approach.
Weinberg is prioritising partnerships that extend Supergoop’s reach into high-impact channels, particularly sports and retail media. This is reflected in the brand’s growing collaborations with Target and the PGA, positioning Supergoop in more accessible, everyday consumer environments.
Under her leadership, Supergoop is sharpening its focus on scaling brand visibility, strengthening consumer engagement, and competing more aggressively within the mainstream skincare market.
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