Tatcha, 360 International Campaign
The Indigo Collection for restoring calm.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
Campaign
Product Launch + Campaign Refresh
Launch
Fall 2023
Overview
The Indigo Collection is one of Tatcha’s signature skincare lines, known for its soothing approach to sensitive skin. The launch introduced the Indigo Cleansing Balm, expanding the collection with a gentle cleanser designed to remove makeup without stripping the skin. I helped bring the launch to life across digital, social, email, paid media, and retail.
II.
Strategy
The creative approach built on the established visual language of the Indigo Collection while giving the new Cleansing Balm a clear place within the line. The work balanced product education with the elevated, calming feel already associated with Indigo.
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: Midpoint Refresh
Messaging Phase: Ritual Focused
Wave 3: Late June
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: Alt Contingency Banner
Wave 1: Early June
Messaging Phase: Alt Contingency Banner
Wave 2: Midpoint Refresh
Messaging Phase: Alt Contingency Banner
Wave 3: Late June
Target: Ritual Lovers
Target: Makeup 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
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: 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 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.
LAUNCH TEASER
SL: Ready for a refill?
PH: Get more of your moisturizer.
PRODUCT LAUNCH
SL: Wash away makeup, not moisture.
PH: New: The Indigo Cleansing Balm.
CLINICAL RESULTS
SL: See soothed skin after 1 use.
PH: Our new cleanser with proven care.
CLINICAL RESULTS
SL: The proven makeup melter.
PH: The cleansing balm your skin will love.
INTRODUCTORY VALUE KITS
SL: Something new, something blue.
PH: Try our new cleanser at a special value.
INGREDIENT STORY
SL: Inside The Indigo Cleansing Balm.
PH: What makes this beautiful cleanser work.
RITUAL, CLINICAL RESULTS
SL: 2 steps to stronger skin.
PH: Proven to work instantly and over time.
CLEANSERS 101, PRODUCT GUIDE
SL: Find your ideal cleanser.
PH: Give your skin the care it deserves.
BEFORE & AFTER
SL: A clean you can see + feel.
PH: New! The Indigo Cleansing Balm.
CLINICAL RESULTS
SL: See soothed skin after 1 use.
PH: Our new cleanser with proven care.
HOW TO USE
SL: How to wash away makeup, not moisture.
PH: A sensorial cleanse with a newest formula.
CUSTOMER REVIEWS
SL: “This is my go-to cleanser from now on!”
PH: Real reviews of our new cleansing balm.
Education & Press
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.
