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Tatcha, 360 International Campaign

The SPF duo for all-day protection.

Role

Senior Digital Designer

Creative Director

Norito Enomoto

Campaign

Product Launch + Packaging Refresh

Launch

Spring 2024

I. Overview

Tatcha’s SPF Duo paired its best-selling sunscreen with new lip tints, bringing skincare and beauty together in an easy everyday ritual. I brought the launch to life across web, email, social, paid media, and educational materials, creating a cohesive story across the campaign.

II. Strategy

The campaign built on the success of Tatcha’s SPF while introducing a new beauty category through the lip tints. The creative brought the two together around the idea of an easy, everyday pairing, balancing product education with a more lifestyle-driven approach.

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 March

Messaging Phase: Promotion/Product Duo Push
Wave 2: Mid March

Messaging Phase: Closing/Lifestyle Everyday Wear
Wave 3: Late March

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: New Product Preview/Launch SPF
Wave 1: Early March

Messaging Phase: Promotional, SPF Pairing Push
Wave 2: Mid March

Messaging Phase: Closing/Last Chance SPF Push
Wave 3: Late March

Target: Benefits for SPF Lovers

Target: Benefits for 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: Lip Tints, Value Savings
Versioned: Meta (FB, IG)& TikTok

Focus: Categories, SPF Focused
Versioned: Meta (FB, IG)& TikTok

Focus: SPF, Category/Benefits Focused
Versioned: Meta (FB, IG)& TikTok

Focus: Duo Focused, Benefits Focused
Versioned: Meta (FB, IG)& TikTok

Focus: SPF, Set Benefits
Versioned: Meta (FB, IG)& TikTok

Focus: Lip Tints, Benefits Lead
Versioned: Meta (FB, IG)& TikTok

Focus: Lip Tints,Duo Focused, Value Savings
Versioned: Meta (FB, IG)& TikTok

Focus: SPF, Benefits Focused
Versioned: Meta (FB, IG)& TikTok

Focus: Lip Tints, SPF Focused
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.

Ecomm Campaign

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.