Coyne PR Retained as Thayers Natural Remedies PR Agency Of Record, Leading New Integrated Communication Plan Designed to Disrupt the Skincare Market

by | Aug 20, 2023

Parsippany, N.J., August 18, 2023Coyne PR, a leading midsize public relations agency, is excited to announce its new partnership with Thayers, a leading skincare brand backed by science to level up the skin quality of all skin types. Coyne PR has been retained as Thayers’ PR agency of record to develop and activate an integrated 360 go-to-market plan. This strategic collaboration aims to change the tone of the skincare market through unexpected partnerships, activations, and content plays, all while raising brand awareness with the goal of recruiting new consumers.

Under this partnership, Coyne PR will lead the work closely with Thayers, and its integrated agency partners in paid media, influencer, and social media to create innovative strategies that captivate consumers’ attention and fuel the brand’s growth. Together, they will break through in bold ways, directly connecting with new consumer targets, including the education-seeking and humor-bonding generation that is Gen Z.   Thayers will surround the skincare-loving consumer in unexpected ways, getting them to rethink or take notice of the brand for the first time.    

“We are excited to partner with Coyne PR as our agency of record,” said Derrick Booker, SVP, Head of Brand, Thayers Natural Remedies. “Their proven track record in delivering creative and impactful campaigns, combined with their deep understanding of the skincare industry, make them the ideal partner to help us achieve our goals. We’re eager to have them not only push the envelope but rip it open.”

As a brand known for its toners, strategies will focus on reinforcing the core while introducing new products into the portfolio to drive routine.  The newest products to hit the market include Thayer’s line of three moisturizers designed for specific skin types to help quench skin’s thirst with key ingredients to meet personal skincare needs.

“We’re thrilled to join forces with Thayers and leverage our expertise in breakthrough creative and strategic storytelling to reach new consumers through edutainment.  It’s always exciting when brands issue the challenge to continue to push the boundaries, so it’s game on for us,” said Lisa Wolleon, EVP of Coyne PR.

Coyne PR also represents additional L’Oréal brands, including CeraVe, Vichy, and Redken.

Thayers Natural Remedies


Thayers Natural Remedies has been a trusted fixture in medicine cabinets for over 175 years. Created in 1847 by Dr. Henry Thayer, the brand has grown into the No. 1 toner in the United States with more than 100,000 5-star ratings. The secret? This ride-or-die skincare icon harnesses pure, natural extracts to create simple, effective, cruelty-free skincare through a combination of potent plant and derm actives. Whether toning, cleansing or moisturizing, Thayers delivers scientific proof to improve skin quality. The Thayers OG alcohol-free toner formula combines a proprietary blend of Witch Hazel and Aloe Vera for instant and all day hydration while taking down pores. The result is better looking bare skin for all skin types and tones. Visit www.thayers.com or follow the brand on Instagram or TikTok.


L’Oréal has devoted itself to beauty for over 100 years. With its unique international portfolio of 34 diverse and complementary brands, the Group generated sales amounting to 25.8 billion euros in 2016 and employs 89,300 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail, branded retail and e-commerce. Research and innovation, and a dedicated research team of 3,870 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world. L’Oréal’s sustainability commitment for 2020 “Sharing Beauty With All” sets out ambitious sustainable development objectives across the Group’s value chain. For more information visit www.loreal.com.

About Coyne Public Relations:

Founded in 1991, Coyne PR has grown to become one of the top independent public relations firms in the United States. Recognized throughout the industry as “The Best Place to Work,” we have wildly creative offices in New York and New Jersey as well as colleagues in 115 cities, 49 countries and six continents through our partnership in The Worldcom Public Relations Group. Our clients include many of the world’s most respected companies… and those that want to be. Our reputation is built upon three decades of creativity, strategy and service. It is confirmed by more than 1,000 industry awards. For more information, visit www.coynepr.com

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