Tatcha, 360 International Campaign
Moisture matchup
for radiant, healthy, skin.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
360 International Campaign
Fall 2023
Campaign Type
Product Launch & Reinvigoration
Overview
My team spearheaded the development and launch of the Moisturizer Refill Campaign, a sustainability-focused initiative highlighting the recyclable re-packaging of The Dewy Skin Cream and The Water Cream. The campaign was further supported by a suite of complementary assets created for the broader skincare lineup, including The Matcha Cleanse, The Clarifying Clay Mask, and The Rice Wash, ensuring a cohesive and elevated presence across the full product assortment.
How-to Recycle Videos
I led the development of clear, consumer-facing recycling videos featured directly on the moisturizer packaging, designed to educate customers on the proper disposal process for the refillable components. The content guided users through each step, including removing the spoon applicator, detaching the gold loop from the cap, and recycling the cap and jar together, while responsibly discarding the spoon and loop to ensure correct material separation.
II.
Strategy
By building on existing campaign assets and refining the creative to emphasize the recyclability of the updated packaging, our goal was to present this iconic product line through a renewed, sustainability-led perspective. This strategy preserved strong brand equity while introducing a modern, conscious narrative, reinforcing the moisturizers’ enduring appeal and underscoring Tatcha’s ongoing commitment to more responsible packaging innovation.
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 September
Focus: Email Site Capture, Campaign Main
Focus: Email Site Capture Update, Re-engagement
Messaging Phase: Main Promotional Period
Wave 2: Mid-September
Messaging Phase: Out-of-Home Influencer Final Push
Wave 3: Late-September
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.
Target: Hydration Lovers
Target: Social Media Awareness
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: Gift Sets, Value Savings
Versioned: Meta (FB, IG ) & TikTok
Focus: Categories, Limited Edition Shades
Versioned: Meta (FB, IG) & TikTok
Focus: The Water Cream, Benefits
Versioned: Meta (FB, IG) & TikTok
Focus: The Dewy Skin Cream, Benefits
Versioned: Meta (FB, IG) & TikTok
Focus: The Water Cream, Benefits
Versioned: Meta (FB, IG) & TikTok
Focus: The Dewy Skin Cream, Ingredients
Versioned: Meta (FB, IG) & TikTok
Focus: Carousel, The Clarifying Collection
Versioned: Meta (FB, IG) & TikTok
Focus: The Dewy Skin Cream, Claims
Versioned: Meta (FB, IG) & TikTok
Focus: The Ritual, 2-Steps to Clarifying
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.
Moisture Match Quiz
Ingredients Focused
Moisture Matchup Comparison
Moisture Category Focused
Team Dewy Mood Board
Team Water Mood Board
Trial Kit Promo
The Water Cream, Results
The Dewy Skin Cream, Results
OOH Event Invite
MMS
MMS
Product Reviews
Limited Time Value Kits
The Water Cream Refill Focused
The Dewy Skin Cream Refill Focused
Subscribe & Save
Sign-up Follow-up Test A
Sign-up Follow-up Test B
Follow-up and Educational
Learning & Development
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.
— Post-purchase Insert Cards —
