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Tatcha, 360 International Campaign

The Clarifying Collection for lasting balance.

Role

Senior Digital Designer

Creative Director

Norito Enomoto

Campaign

Product Launch + Category Refresh

Launch

Fall 2023

I. Overview

The Clarifying Ritual, one of Tatcha’s most cherished collections, was further elevated in 2023 with the launch of The Matcha Cleanse. The campaign brought renewed focus to the green family through curated product pairings and strategic placements across Tatcha’s international channels, creating a cohesive experience for both new and existing audiences.

II. Strategy

The creative approach introduced The Matcha Cleanse as part of Tatcha’s two-step Clarifying Ritual. Product pairings made the ritual easy to understand, while a refreshed visual language gave the new launch a distinct presence within the collection.

Campaign Elements

Sampling of Visual Production

Campaign Creative

Tatcha.com, Site Assets

Site assets for the Tatcha website encompassed high-impact homepage marquees, secondary and supporting placements, strategic marketing slots, category-level banners, and product detail page imagery, all designed to work together as a cohesive, conversion-driven system.

Messaging Phase: Campaign Preview/Launch
Wave 1: Early October

Messaging Phase: Ritual Foused, Value Set
Wave 2: Mid-October

Messaging Phase: Green Family Push
Wave 3: Late October

Product Listing Page Assets

PLP assets encompassed category-level banners, promotional modules, curated product groupings, and supporting visual elements, all designed to guide discovery, highlight key offerings, and function as a cohesive, conversion-driven shopping experience.

Messaging Phase: Introductory Savings
Wave 1: Early October

Messaging Phase: Male Audience Push
Wave 2: Mid-October

Messaging Phase: Closing/Last Chance Push
Wave 3: Late October

Target: Campaign Focused

Target: Lifestyle Focused

Product Detail Page Assets

PDP assets were designed to balance elevated storytelling with clear product education, guiding customers through key benefits, usage, and differentiation while reinforcing confidence to purchase and driving conversion.

Placement: Tatcha.com PDP

Placement: Sephora.com PDP

Social Campaign

Designed to amplify engagement during key moments of the campaign, reinforcing priority messages and creative themes to capture attention, sustain momentum, and support both acquisition and retention goals across social platforms.

Focus: Masks & Colletion Expansion
Versioned: Meta (FB, IG) & TikTok

Focus: The 2-Step Ritual
Versioned: Meta (FB, IG) & TikTok

Focus: Categories, The Clarifying Collection
Versioned: Meta (FB, IG) & TikTok

Focus: The Matcha Cleanse, Makeup Focused
Versioned: Meta (FB, IG) & TikTok

Focus: The Matcha Cleanse, A/B Test for Male Audience
Versioned: Meta (FB, IG) & TikTok

Focus: The Matcha Cleanse, Benefits Focused
Versioned: Meta (FB, IG) & TikTok

Focus: The Matcha Cleanse, Benefits Focused
Versioned: Meta (FB, IG) & TikTok

Focus: The Water Cleanse, Benefits Focused
Versioned: Meta (FB, IG) & TikTok

Focus: The Matcha Cleanse, Makeup Focused
Versioned: Meta (FB, IG) & TikTok

Animated/Highly Edited Assets

Developed to set the cadence of the campaign, guiding audiences through each phase of the storytelling arc and signaling key shifts in message, momentum, and intent across the lifecycle of the launch, animated assets enabled a fluid progression of creative executions and were continuously optimized based on real-time performance tracking, allowing the campaign to pivot with agility.

Paid Campaign

Programmatic digital banners were developed in partnership with Sephora to extend the reach of the campaign across high-impact paid media placements, delivering consistent, co-branded storytelling at scale and driving awareness and consideration across the broader digital ecosystem.

Ecomm Campaign

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.