# The Lane Communications Group

> The Lane Communications Group is a privately held, female-founded New York communications agency that turns beauty, personal-care and health products into stories for editors, creators and consumers. Founded by Suzanne Lane in 1975, it combines earned media with influencer programs, partnerships, events, mailers, affiliate marketing and thought leadership, operating as an extension of client brand teams rather than as a one-off publicity vendor.

- **Founded:** 1975
- **Headquarters:** New York, United States
- **Founders:** Suzanne Lane (Founder and President)
- **Products:** Earned media, Influencer marketing, Activations, Partnerships and collaborations, Campaign strategy
- **Notable:** Built a 21-year relationship with Schick after winning the Personal Touch women's razor as the agency's first major account., Helped launch household brands and products including CeraVe, Lumify and Revlon's Fire & Ice fragrance., The earlier Lane & Coady agency was recognized by Women's Wear Daily as a top PR firm.

## Products & services

- **Earned media** — Media strategy, relationships and editorial placement designed to turn product facts into coverage.
- **Influencer marketing** — Talent identification, negotiation and management across creators, athletes, makeup artists and other spokespeople.
- **Activations** — Virtual experiences, launch kits and immersive events that give media and consumers a reason to engage with a brand.
- **Partnerships and collaborations** — Brand matchmaking and strategic alignments intended to strengthen positioning and visibility.
- **Campaign strategy** — Creative campaigns built around a clear story, often designed to challenge preconceptions or change behavior.
- **PR mailers** — Design and distribution of launch and milestone packages for media and influencer audiences.
- **Affiliate marketing** — Affiliate-network strategy, relationship management and performance-informed programs aimed at awareness and revenue.
- **Thought leadership** — Research articles, panels and expert storytelling that position client leaders in relevant conversations.

## Achievements

- Built a 21-year relationship with Schick after winning the Personal Touch women's razor as the agency's first major account.
- Helped launch household brands and products including CeraVe, Lumify and Revlon's Fire & Ice fragrance.
- The earlier Lane & Coady agency was recognized by Women's Wear Daily as a top PR firm.
- Supported CeraVe's USA Swimming activity and helped connect its sun-care launch with Olympic swimmer Rebecca Soni.
- Developed an early influencer campaign for prescription acne brand Altreno.
- Remained privately held and headquartered in New York while operating for roughly five decades.

## Latest updates

- **2024-12** — The agency's public client portfolio was updated to feature a cross-section of beauty, skincare, grooming and household brands.
- **2024-11** — Its services presentation added affiliate marketing and thought-leadership work alongside earned media, influencers, events and partnerships.
- **2024-11** — The leadership page documented current work including Lumify's Coachella, Vincent Oquendo and Glamsquad partnerships and Altreno influencer activity.

## Links

- Website: https://www.thelcgroup.com/
- LinkedIn: https://www.linkedin.com/company/the-lane-communications-group
- Instagram: https://www.instagram.com/lanecommgroup/

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Profile page: https://yespress.io/the-lane-communications-group
Published by YesPress — https://yespress.io
Last updated: 2026-09-21