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Tatcha, 360 International Campaign

The SPF duo for all-day protection.

Role

Senior Digital Designer

Creative Director

Norito Enomoto

360 International Campaign

2024 Spring

Campaign Type

Product Launch & Packaging Reinvigoration

I. 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.

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

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.

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

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: 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 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.

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.