Tatcha, 360 International + DTC
Friends & Family,
a total sitewide takeover.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
Campaign
360 International + DTC
Launch
Summer 2022
Overview
Tatcha’s Friends & Family campaign brought a sitewide 20% offer to customers across the US, Canada, Europe, and Asia. I translated the campaign across web, email, social, and paid media, adapting the creative across markets while keeping the experience cohesive.
II.
Strategy
The creative approach centered on building a flexible visual language around the Friends & Family offer. Bold promotional moments were balanced with Tatcha’s more refined aesthetic, creating a system that could adapt across markets, formats, and digital touchpoints.
Campaign Offering
Promotional Point Lockups
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: Early Access/Retention Focused
Wave 1: Early May
Messaging Phase: Promotional/Innovation, New Produts
Wave 2: May
Messaging Phase: Closing/Last Chance
Wave 3: Late May
Product Listing Page Assets
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.
Target: Moisturizer Lovers
Target: Make-up lovers
Target: Innovation Seekers
Target: Make-up & SPF Rituals
Target: Travel Lovers
Product Detail Page Assets
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 Crops with DPA Overlay A
Placement: Tatcha.com PDP Crops with DPA Overlay B
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: Coming Soon, Early Access
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Hero, Aquisition Focused
Versioned: Meta (FB, IG)& TikTok
Focus: By the Category
Versioned: Meta (FB, IG)& TikTok
Focus: Innovation, Latest Products
Versioned: Meta (FB, IG)& TikTok
Focus: Secondary Hero, Aquisition Focused
Versioned: Meta (FB, IG)& TikTok
Focus: Makeup Rituals, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Sunscreen, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Value Proposition, Campaign Differentiation
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 Media Campaign
Programmatic digital banners were developed 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
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.
SAVE THE DATE
SL: You’re first on our RSVP list.
PH: Friends & Family is Coming.
EARLY ACCESS
SL: Family comes first: Shop early access.
PH: Be the first to fill your cart.
SITEWIDE LAUNCH
SL: 20% off sitewide for Friends & Family.
PH: Thanks for being part of our family 💟.
BESTSELLERS
SL: These come highly recommended ⭐.
PH: 20% off our most-loved Tatcha formulas.
TATCHA'S FAVORITES #1
SL: Top picks from the Tatcha family.
PH: See what’s on our shopping lists.
TATCHA'S FAVORITES #2
SL: Our top picks for Friends & Family.
PH: And enjoy 20% off sitewide.
BEST REVIEWED FORMULAS
SL: These come highly recommended ⭐.
PH: 20% off our most-loved Tatcha formulas.
LATEST INNOVATIONS
SL: Try something new with 20% off.
PH: Add new treatments to your ritual.
MAKE-UP LOVER'S
SL: Refresh your makeup bag with 20% off.
PH: Primers, powders, moisturizers, & more.
BESTSELLERS BY CATEGORY
SL: Enhance your ritual with 20% off.
PH: Celebrate Friends & Family your way.
NEW SKINCARE INNOVATIONS
SL: Try something new with 20% off.
PH: Add new treatments to your ritual.
ENTIRE RITUALS
SL: Show your skin some love.
PH: Treat yourself with 20% off sitewide.
AFTERPAY
SL: 20% off now, pay later.
PH: Pay in installments with Afterpay.
TWO DAYS LEFT
SL: 20% off sitewide is almost over.
PH: 2 days left to celebrate Friends & Family.
ENDS TODAYS
SL: Ends today: The Friends & Family Event.
PH: The last moments of 20% off sitewide!
FINAL HOURS
SL: Last chance to celebrate Friends & Family.
PH: 20% off sitewide ends at 11:59 PT.
GENERIC MODULE #1
GENERIC MODULE #2
GENERIC MODULE #3
VIRTUAL CONSULTATION #1
VIRTUAL CONSULTATION #2
QUESTIONAIRE MODEL #1
QUESTIONAIRE MODEL #2
QUESTIONAIRE MODEL #3
