Tatcha
Product Launch & Go-to-Market
The Dewy Serum
Product Launch & Go-to-Market
The Dewy Serum
Lead Art Director, Digital & E-Commerce | 4-Month | December 2020 Launch
Tatcha is a luxury skincare brand founded by Vicky Tsai in 2009,
which creates products inspired by timeless Japanese beauty rituals and ingredients, particularly those used by geishas. The brand is rooted in a 200-year-old Japanese manuscript on beauty practices and uses a proprietary complex called Hadasei-3™
(a blend of green tea, rice bran, and algae) as the basis for most products.
Tatcha is a luxury skincare brand founded by Vicky Tsai in 2009,
which creates products inspired by timeless Japanese beauty rituals and ingredients, particularly those used by geishas. The brand is rooted in a 200-year-old Japanese manuscript on beauty practices and uses a proprietary complex called Hadasei-3™
(a blend of green tea, rice bran, and algae) as the basis for most products.
Tatcha blends these traditional botanicals with modern clinical ingredients
to offer "kind-to-skin" formulas that are formulated without parabens,
synthetic fragrances, and mineral oils.
to offer "kind-to-skin" formulas that are formulated without parabens,
synthetic fragrances, and mineral oils.
Challenge
A comprehensive product launch campaign spanning mobile-first e-commerce design,
UI/UX component systems, email marketing, social content, paid media, and
in-store collateral for Tatcha's highly-anticipated addition to their
cult-favorite Dewy collection.
UI/UX component systems, email marketing, social content, paid media, and
in-store collateral for Tatcha's highly-anticipated addition to their
cult-favorite Dewy collection.
Tatcha needed to launch The Dewy Serum—a premium $88 product joining their bestselling Dewy franchise—during the competitive Holiday season with a mobile-first strategy that would drive immediate conversion while establishing long-term
product positioning. The launch required building a scalable UI/UX component library
from scratch that could deliver consistent luxury brand experience across two major
e-commerce platforms (Tatcha.com and Sephora.com) with fundamentally different technical architectures, design systems, and mobile optimization requirements.
product positioning. The launch required building a scalable UI/UX component library
from scratch that could deliver consistent luxury brand experience across two major
e-commerce platforms (Tatcha.com and Sephora.com) with fundamentally different technical architectures, design systems, and mobile optimization requirements.
The challenge intensified with aggressive holiday deadlines and
cross-functional coordination: digital assets needed to launch simultaneously with
in-store activations, requiring seamless collaboration between e-commerce, retail, and marketing teams working in parallel timelines. Additionally, the product's scientific positioning, featuring Tatcha's proprietary Hadasei-3™ complex with lactic acid, hyaluronic acid, and squalane, demanded educational content that translated complex ingredient storytelling into conversion-focused mobile experiences optimized for thumb-scrolling, quick decision-making, and impulse holiday gift purchases, all while maintaining
Tatcha's minimalist Japanese aesthetic and premium brand integrity across
every digital and physical touchpoint.
cross-functional coordination: digital assets needed to launch simultaneously with
in-store activations, requiring seamless collaboration between e-commerce, retail, and marketing teams working in parallel timelines. Additionally, the product's scientific positioning, featuring Tatcha's proprietary Hadasei-3™ complex with lactic acid, hyaluronic acid, and squalane, demanded educational content that translated complex ingredient storytelling into conversion-focused mobile experiences optimized for thumb-scrolling, quick decision-making, and impulse holiday gift purchases, all while maintaining
Tatcha's minimalist Japanese aesthetic and premium brand integrity across
every digital and physical touchpoint.
Approach
I led the mobile-first design and art direction for this product launch across e-commerce, email marketing, social content, paid media, and in-store collateral, establishing a scalable UI/UX framework that would serve as the foundation for the product's digital presence.
To address the dual-platform challenge and accelerate time-to-market, I built a comprehensive component library in Figma containing 50+ mobile-optimized UI elements,
product detail page modules, CTA variations, promotional banners, educational
content blocks, and responsive email templates, engineered to function seamlessly within both Tatcha.com's custom infrastructure and Sephora.com's enterprise platform constraints. I applied conversion rate optimization principles to prioritize thumb-friendly interaction zones, streamlined product education flows, and frictionless add-to-cart experiences,
using Adobe XD for rapid prototyping and stakeholder alignment before full production.
By designing modular, reusable components rather than one-off assets,
I enabled the team to deploy consistent brand experiences at speed while maintaining flexibility for A/B testing and platform-specific technical requirements.
product detail page modules, CTA variations, promotional banners, educational
content blocks, and responsive email templates, engineered to function seamlessly within both Tatcha.com's custom infrastructure and Sephora.com's enterprise platform constraints. I applied conversion rate optimization principles to prioritize thumb-friendly interaction zones, streamlined product education flows, and frictionless add-to-cart experiences,
using Adobe XD for rapid prototyping and stakeholder alignment before full production.
By designing modular, reusable components rather than one-off assets,
I enabled the team to deploy consistent brand experiences at speed while maintaining flexibility for A/B testing and platform-specific technical requirements.
To solve the educational storytelling challenge, I developed a tiered content strategy:
hero visuals emphasized immediate sensory benefits (dewy, plump, radiant skin)
for impulse holiday shoppers, while expandable modules provided ingredient deep-dives for informed consumers—all optimized for mobile-first consumption and quick
decision-making. I coordinated cross-functionally with in-store and retail marketing teams through regular design presentations and routing workflows, ensuring digital assets aligned with physical collateral (sell sheets, mirror clings, posters) and that the launch maintained visual consistency across every customer touchpoint. When production timelines compressed, I streamlined asset creation by designing once in the component system and adapting efficiently across platforms, proving the scalability and efficiency of the modular approach while delivering the complete launch campaign on schedule.
hero visuals emphasized immediate sensory benefits (dewy, plump, radiant skin)
for impulse holiday shoppers, while expandable modules provided ingredient deep-dives for informed consumers—all optimized for mobile-first consumption and quick
decision-making. I coordinated cross-functionally with in-store and retail marketing teams through regular design presentations and routing workflows, ensuring digital assets aligned with physical collateral (sell sheets, mirror clings, posters) and that the launch maintained visual consistency across every customer touchpoint. When production timelines compressed, I streamlined asset creation by designing once in the component system and adapting efficiently across platforms, proving the scalability and efficiency of the modular approach while delivering the complete launch campaign on schedule.
Execution
Digital Product Launch:
Led mobile-first art direction for product launch across
Tatcha.com and Sephora.com, including product detail pages, homepage
takeovers, category pages, and promotional modules
Tatcha.com and Sephora.com, including product detail pages, homepage
takeovers, category pages, and promotional modules
Built 50+ UI/UX component library in Figma optimized for mobile shopping behaviors, thumb-friendly CTAs, and conversion-focused product education flows
Designed responsive email marketing campaigns (desktop and mobile layouts)
for launch announcement, product education, and holiday gift promotions
for launch announcement, product education, and holiday gift promotions
Multi-Platform Assets:
Created social media content system (Instagram feed, Stories, Reels) and paid media assets optimized for platform-native formats and mobile-first consumption
Developed educational content assets including ingredient storytelling graphics, before/after visualization modules, and usage instruction carousels
Designed holiday gift set marketing across digital touchpoints
(web banners, email headers, social promotions)
(web banners, email headers, social promotions)
Cross-Channel Coordination:
Extended digital brand system to in-store retail collateral including sell sheets,
educational brochures, posters, mirror clings, and signage charts
educational brochures, posters, mirror clings, and signage charts
Prototyped user flows and interaction patterns in Adobe XD for stakeholder
alignment and engineering handoff
alignment and engineering handoff
Coordinated simultaneous digital and physical launch across e-commerce,
retail, and marketing teams under compressed holiday timeline
retail, and marketing teams under compressed holiday timeline
Impact
Successfully launched The Dewy Serum during Holiday 2020 across
Tatcha.com and Sephora.com, contributing to product's immediate bestseller status
and integration into Tatcha's $20M+ Dewy franchise
Tatcha.com and Sephora.com, contributing to product's immediate bestseller status
and integration into Tatcha's $20M+ Dewy franchise
Product achieved 100% consumer satisfaction in clinical studies (radiance improvement) and 98% texture improvement, supported by mobile-optimized digital experience
that enabled seamless product education and conversion
that enabled seamless product education and conversion
Delivered scalable UI/UX component library (50+ elements) that accelerated
future product launches and reduced design-to-deployment time by enabling
modular asset reuse across platforms
future product launches and reduced design-to-deployment time by enabling
modular asset reuse across platforms
Coordinated successful cross-functional launch across e-commerce, retail,
and marketing teams under aggressive holiday timeline, ensuring consistent premium brand experience across 15+ digital and physical touchpoints
and marketing teams under aggressive holiday timeline, ensuring consistent premium brand experience across 15+ digital and physical touchpoints
