Tatcha, 360 International Campaign
The Ultimate SPF Duo
Role
Senior Digital Designer
Creative Director
Norito Enomoto
360 International Campaign
2024 Spring
Campaign Type
Product Launch & Reinvigoration Campaign
Overview
In 2024, Tatcha launched the SPF Duo, a makeup and SPF pairing designed to extend the brand’s skincare expertise into the beauty category. Building on the success of Tatcha’s best-selling SPF, the duo introduced a streamlined base-and-enhance ritual that positioned both products as essential staples within the customer’s daily routine.
II.
Strategy
The campaign was developed as an evolution of the prior year’s initiative, applying key performance learnings to drive both retention and acquisition. The strategy centered on leveraging refreshed sunscreen packaging alongside the launch of new lip tint products, creating a timely, cross-category pairing designed to boost engagement, trial, and repeat purchase.
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.
Promo Launch
Wave 1: April
Promo Closing
Wave 2: April/May
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.
Launch/Promotional Focused
Benefits Focused
Preview/Launch
Wave 1: April
Commercial Promotions
Wave 2: April/May
Closing
Wave 3: May 2024
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.
Exclusive Early Access
Teaser SPF Focused
Teaser Lip Tint Focused
New Packaging Introduction
Silk Sunscreen Before & After
Influencer Focused
Kissu Comparison
SPF Duo Promotion Launch
5-Star Sunscreen Highlight
SPF Ingredients
SPF Comparison
Customer Reviews
SPF Bestseller Module
Light-as-Air Module
Color of Kissu Module
SPF Duo Module
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.
— Press Release Informational Flyers —
— Post-Purchase Insert Card —
— Influencer Gift Box —
