Tatcha, 360 International Campaign
The Holiday Collection, a reason to celebrate.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
Campaign
360 International
Launch
Winter 2024
Overview
Tatcha’s annual Holiday campaign brought limited-edition collections to customers across multiple markets and retail partners. I helped bring the campaign to life across web, email, social, paid media, and retail-facing materials.
II.
Strategy
Insights and performance metrics from the prior year helped identify key wins and gaps, shaping a focused 360 marketing approach. Digital assets brought the Holiday campaign to life across site, email, social, and PR, supporting goals around awareness, engagement, and purchase intent.
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: October - November
Messaging Phase: Promotional, Value Sets
Wave 2: November - December
Messaging Phase: Closing/Last Chance Gifting
Wave 3: December - January
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.
Messaging Phase: Campaign Preview/Launch
Wave 1: October - November
Messaging Phase: Sets/Partnership with Sephora
Wave 2: November - December
Messaging Phase: Closing/Last Chance Gifting
Wave 3: December - January
Target: Ritual Lovers
Target: Last Minute Gifters
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
Placement: Sephora.com PDP
Social Campaign
Designed to drive engagement during key campaign moments, reinforcing priority messages and creative themes across social platforms to capture attention, maintain momentum, and support acquisition and retention goals.
Focus: Categories, Limited Edition Shades
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Categories, Partnerships
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok
Focus: Categories, Award-winners
Versioned: Meta (FB, IG)& TikTok
Focus: Gift Sets, Value Savings
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 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.
The Dewy Skin Cream
Holiday Value Set
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.
HOLIDAY SETS LAUNCH
SL: Our Holiday collection is here!
PH: Meet our Tatcha.com exclusive sets.
HOLIDAY GIFTS GUIDE UNDER $50
SL: Five-star gifts under $50.
PH: Glowing gift ideas for the holidays.
HOLIDAY GIFTS GUIDE UNDER $100
SL: The top Tatcha gifts under $100.
PH: Moisturizers, sets & so much more.
OPRAH'S FAVORITE THING'S
SL: Oprah’s favorite makes a great gift.
PH: For yourself or your loved ones!
LIMITED EDITION KISSU LAUNCH
SL: New Kissu 👄 a pop of Wisteria.
PH: Limited Edition: The Kissu Lip Mask.
THE HOLIDAY GIFT GUIDE
SL: The ultimate gift-shopping experience.
PH: Explore The Gift Guide.
WRINKLE SMOOTHING DUO
SL: Potent skincare is the best present.
PH: Make them merry with a smoothing set.
PURE PORES, SILKY SUNCARE
SL: The perfect present to purify pores.
PH: 3 full sizes & a furoshiki at a special value.
KISSU LIP MASK, EDUCATIONAL
SL: How we picked our new Kissu shade.
PH: Inspired by a beloved flower in Japan.
ARTIST SPOTLIGHT
SL: Meet the textile artist behind our Furoshiki.
PH: Sarasa Yoshioka of Kyoto.
THE KISSU LIP MASK DUO
SL: This email is all about lips.
PH: Discover every Tatcha lip formula.
FUROSHIKI WRAP, EDUCATIONAL
SL: 5 Ways to Furoshiki.
PH: How to use Japan’s favorite gift wrap.
HOLIDAY COLLECTION MODULE
HOLIDAY PROMOTIONAL MODULE
MURASAKI SCARF MODULE
DAY + NIGHT MODULE
LIMITED-EDITION MODULE
LIMITED-EDITION MODULE
DAY + NIGHT MODULE
GIFTING MODULE
Education & Gifting
US Product Guide
Developed to equip Sephora employees with clear, actionable product knowledge and campaign context, enabling confident customer engagement, consistent storytelling, and stronger in-store advocacy. These materials supported sales performance by improving product education at the point of interaction and reinforcing alignment between brand strategy and retail execution.
Canadian Product Guide
Influencer Campaign
Marketing initiatives focused on out-of-home experiences for influencers, featuring curated lunch invitations, thank-you pieces, postcards, educational materials, and custom packaging for product giveaways.
Insert Cards for Giveaways & Post-Purchase
Giveaway Boxes
Version with Product Texture
Giveaway Box, Version with Furoshiki Texture
