Tatcha, 360 International Campaign
The Indigo Collection for restoring calm.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
International Campaign
Spring 2023
Campaign Type
Product Launch & Reinvigoration
Overview
The Indigo Collection is one of Tatcha’s most celebrated product lines, recognized for its ability to soothe visible redness and discomfort while supporting sensitive, eczema-prone skin. As part of this campaign, we introduced the Indigo Cleansing Balm, a gentle yet effective innovation designed to remove makeup without disrupting the skin’s healthy microbiome, further expanding the collection’s role in barrier-focused care.
II.
Strategy
Building on the Indigo Collection’s established positioning, our goal was to visually highlight the continued evolution of the line while clearly communicating the soothing, microbiome-supporting benefits of this gentle cleansing innovation. The strategy focused on reinforcing Indigo’s role in barrier care and elevating the cleanser as an essential step in the ritual for sensitive skin.
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 June
Messaging Phase: Collection Focused
Wave 2: Mid-June
Messaging Phase: Ritual Focused
Wave 3: Late June
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: Alt Contingency Banner
Wave 1: Early June
Messaging Phase: Alt Contingency Banner
Wave 2: Mid-June
Messaging Phase: Alt Contingency Banner
Wave 3: Late June
Target: Ritual Lovers
Target: Make-up Lovers
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: New Product Release, Clinical Results
Versioned: Meta (FB, IG) & TikTok
Focus: New Product Release, Clinical Results
Versioned: Meta (FB, IG) & TikTok
Focus: New Product Release, Benefits
Versioned: Meta (FB, IG) & TikTok
Focus: Organic, New Product Lifestyle
Versioned: Meta (FB, IG) & TikTok
Focus: Categories, Clinical Results
Versioned: Meta (FB, IG) & TikTok
Focus: Hero, Produt Release
Versioned: Meta (FB, IG) & TikTok
Focus: Custumer Reviews
Versioned: Meta (FB, IG) & TikTok
Focus: Partnership with Sephora
Versioned: Meta (FB, IG) & TikTok
Focus: Partnership with Sephora
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.
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.
Preview Focused
Product Launch
New! Travel Edition
Clinical Results
Introductory Value Kits
Ingredients 101
Educational and Clinical Results
Cleansers 101
Employee Reviews 1
Employee Reviews 2
Clinical Results
The Soothing Collection
Barrier Benefits
Clinical Results
The Cleansing Ritual
Customer Reviews
Learning & Development
Educational Brochure
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.
Insert Cards for Giveaways & Post-Purchase
US Product Guide
