Tatcha, 360 International Campaign
Moisture matchup
for radiant, healthy, skin.
Role
Senior Digital Designer
Creative Director
Norito Enomoto
Campaign Type
Product Launch + Packaging Refresh
Launch
Fall 2023
Overview
The Moisturizer Refill campaign introduced recyclable packaging for Tatcha’s Dewy Skin Cream and Water Cream. I helped bring the campaign to life across digital, social, email, paid media, and retail, with supporting creative for the broader skincare collection.
How-to Recycle Videos
I created consumer-facing recycling videos for the Dewy Skin Cream and Water Cream, showing how to separate the refillable components and properly recycle each part.
II.
Strategy
The creative approach focused on making the new refillable packaging easy to understand while keeping the campaign firmly within Tatcha’s visual language. Existing campaign assets were refreshed to highlight the packaging update and introduce a more sustainability-focused story.
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
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
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: 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 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.
MOISTURE MATCHUP QUIZ
SL: Team Dewy or Water? Take the quiz ✍
PH: Find your moisture match!
INGREDIENTS FOCUSED
SL: The powerhouse of our moisturizers.
PH: A boost of hydration with Hadasei-3.
CATEGORY FOCUSED
SL: Which moisturizer is for you?
PH: Find the face cream for your skin.
PRODUCT REVIEWS
SL: 📣 Team Dewy & Water have spoken
PH: Real reviews of our top moisturizers.
TEAM DEWY MOOD BOARD
SL: Mood board for Team Dewy.
PH: If you love the Dewy Skin Cream...
TEAM WATER MOOD BOARD
SL: Mood board for Team Water.
PH: If you love The Water Cream...
THE DEWY SKIN CREAM, RESULTS
SL: Our #1 moisturizer just got even better.
PH: Triple skin hydration, new refillable jar ✔
THE WATER CREAM, RESULTS
SL: 3x instant hydration & a refillable jar?
PH: Yes, your pore-refining favorite got better.
HOW IT WORKS
SL: Finally: Refill your faves!
PH: New refillable jars for our bestsellers.
THE WATER CREAM, POD FOCUSED
SL: Ready for a refill?
PH: Get more of your moisturizer.
THE DEWY CREAM, POD FOCUSED
SL: Ready for a refill?
PH: Get more of your moisturizer.
PRODUCT FOCUSED
SL: Who will win the Moisture Major League?
PH: Either way, it’s a win for your skin.
Retail Education
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
Tatcha x Sephora OOH Pop-Up
To drive product trial and brand loyalty, the brand launched a mobile pop-up near two high-traffic Sephora locations in NYC. The locker-to-game-time experience featured an interactive skin quiz to personalize engagement and capture customer data, immersive product education and trials, and exclusive prizes, including branded jerseys and full-sized products.
III.
Why It Matters
The campaign made sustainability more tangible by turning a packaging update into a cohesive, consumer-facing story. By pairing clear recycling education with elevated creative and a phased, 360 rollout, the work reinforced Tatcha’s brand equity while giving customers more reasons to engage, explore, and embrace refillable skincare.
