Tatcha, 360 International Campaign
The Holiday Collection, a reason to celebrate.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
360 International Campaign
Winter 2024
Campaign Type
Major Yearly Tentpole Promotion
Overview
I led the planning and execution of Tatcha’s Holiday campaign, the brand’s largest tentpole initiative and most critical commercial moment of the year, representing approximately 50 percent of annual revenue. The campaign centered on specially curated, limited-edition product bundles developed for Tatcha’s owned channels as well as key retail partners, including Sephora and Ulta, ensuring a cohesive and high-impact presence across all points of sale.
II.
Strategy
I anchored the strategy in customer insights and performance metrics from the prior year, using a clear-eyed assessment of wins and gaps to define a disciplined, conversion-led 360 marketing approach. I led the development of a globally coordinated launch across the US, Canada, Europe, and Asia, activating an integrated mix of owned and earned channels, including site, email, social, and PR, with clearly defined KPIs to drive measurable gains in 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
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: 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
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
Static/Lightly Animated Assets
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: 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 Campaign
Programmatic Ad Banners
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
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
Holiday Gift Guide Under $50
Holiday Gift Guide Under $100
Oprah's Favorite Thing's
Wrinkle Smoothing Set Focused
Limited Edition Kissue Launch
The Gift Guide
Pure Pores, Silky Suncare
Follow-up and Educational
Artist Spotlight
Introduction to The Lip Mask Duo
Follow-up and Educational
Limited Edition Kissu Module
Limited Edition Kissu Module
Limited and Original Kissu Module
Limited and Original Kissu Module
Holiday Collection Module
Murasaki Scarf Module
Holiday Promotional Module
Holiday Promotional Module
Learning & Development
US Product Guide
Educational guides were strategically 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
Lunch Event Invites
Marketing initiatives focused on branded 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
