Skin-care brand PCA Skin has appointed Chris Payne as chief marketing officer.

In the role, Payne will lead marketing and communication initiatives to grow PCA Skin in the professional and consumer channels. He will contribute to shaping the brand voice, elevating digital strategy and refining product launch calendars, according to the business. Payne will report to chief executive officer Michael Larrain, based out of the brand’s Scottsdale, Ariz., headquarters. Larrain came on board in 2014 from L’Oreal.

PCA Skin, which stands for Physicians Care Alliance, sells skin-care products in more than 50 countries. The brand develops cleansers, body treatments, exfoliating products, peels, masks, retinols, moisturizers and other products.

“PCA has a really strong and rich heritage of being a professionally dedicated brand,” Payne said. “Our main mission here is to really to grow awareness of one of the best kept secrets in skin care. We want to educate people the importance of seeing a professional, the importance of chemical peels…we are the undisputed leader in chemical peels.”

Aside from growing its peel business, PCA is also working to grow its at-home usage, specifically of the brand’s retinol products, according to Payne. Under the plan, PCA intends to “develop the voice of the brand and help put the brand in front of people, whether it be a skin-care professional or [consumers],” he said.

Payne was previously senior vice president of global marketing for Arcade Beauty, where he oversaw product-sampling services for beauty brands. He started his career 15 years ago at the buying officer of Dayton Hudson, before moving to sales at the designer fragrance division at L’Oreal. There, he began his marketing career as a manager for the Ralph Lauren and Giorgio Armani fragrance lines.

Following that role, Payne jumped to Lancôme, where he was assistant vice president of marketing for the antiaging business. He also worked at Clarisonic, and was part of the team that sold the business to L’Oreal in 2011. At PCA, Payne will be based in Scottsdale, Ariz., where the brand is headquartered.