Tatcha, 360 International Campaign
Meet your Regimen's new plus one.
Role
Lead Brand Designer
Creative Director
Machiko Harashima
360 International Campaign
Summer 2020
Campaign Type
International Product Launch
Overview
Rodan + Fields launched a new product line featuring regimen-specific facial masks. The concept behind this campaign is that these masks serve as "the skincare partner of your dreams." The campaign utilizes playful product applications and visually striking product images to convey the benefits of the masks. Additionally, the idea of "Plus One" encourages Consultants to recruit new members by inviting them to add a "Plus One" to their teams.
Campaign Theme + Video
Sometimes we all need a little extra to help us look and feel our best. Introducing our Face Masks, the perfect plus one to your Regimen. Formulated with powerful ingredients and proprietary technology, they target every skin concern including lines + wrinkles, acne + breakouts, uneven skin tone + dullness and sensitivity + visible redness. Partner any mask with your favorite Regimen and boost your confidence in mere minutes with immediate improvements you can see + even more benefits over time.
Ready to meet your Mask?
II.
Strategy
When creating internal materials for R+F's virtual platform and public-facing channels, it was crucial to consider the needs and motivations of R+F Consultants. We assigned specific goals to each team member to guide their efforts. During our weekly open critiques, we discussed our progress and explored ways to visually unify the campaign through a comprehensive 360-degree approach.
Campaign Elements
Sampling of Visual Production
Campaign Creative
RodanandFields.com, Site Assets
Site assets for the Rodan and Fields website encompassed high-impact homepage marquees, secondary and supporting placements, strategic marketing slots, and category-level banners, all designed to work together as a cohesive, conversion-driven system.
Regimen Category-Level Banners
Regimen Focused Marketing Slots
Social Media Covers
Branded Assets for Online
YouTube
Consultant Shareables
Static/Light Motion Assets
Promo Focused
Social Focused
Promo Focused
Promo Focused
Launch Focused
Consultant Focused
Testimonial
Testimonial
Testimonial
Testimonial
Consultant Focused
Launch Focused
Launch Focused
Launch Focused
Product Educational Guide
Phone Screen Savers
Ecomm Campaign
Email Marketing Assets
Email marketing assets were strategically developed to support the campaign lifecycle, leveraging performance insights and audience segmentation to deliver timely, relevant messaging. The program drove measurable gains in engagement and conversion by reinforcing key moments in the campaign, guiding customers through product education, and supporting both acquisition and retention objectives.
Product Launch Email
Learning & Development
Video compliance Flyer
Influencer Cards
Product Guide
