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Tatcha, 360 International Campaign

The Indigo Collection

Role

Senior Digital Designer

Creative Director

Norito Enomoto

International Campaign

Spring 2023

Campaign Type

Product Launch & Reinvigoration Campaign

I. 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.

Creative Elements

Sampling of Campaign Visual Production

Campaign Overview

Landing Page 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.

Collection Focused
Wave 2: March/June

Ritual Focused
Wave 3: June/July

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.

Collection Focused Focused

Ritual Focused

Alt Contingency Banner
Wave 1: March

Alt Contingency Banner
Wave 2: June

Alt Contingency Banner
Wave 3: July

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.

Tatcha.com PDP Placement

Sephora.com PDP Placement

Static Social Media

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.

Animated Social Media 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, Programmatic 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.

Email Marketing

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.