Tatcha is launching the ‘Moisture Match Up’ — a TikTok-first campaign to highlight its iconic best-selling moisturizers, the Dewy Skin Cream and the Water Cream. Both products, shown above, are in refillable jars. 

Social media has been a huge driver for the brand’s success. The new campaign will feature its iconic moisturizers through campaign support, seeding, paid and organic partners– and an NYC pop-up. 

Tatcha will be seeding organically to top tier influencers via a creative mailer. The NYC pop-up is a mobile truck that will be stationed near key Sephora locations (Soho and 34th Street) from August 15th to the 16th to promote the campaign.

Nicole Frusci, Chief Marketing Officer, comments: “The Moisture Match Up campaign is our opportunity to celebrate Tatcha’s undefeated position among the facial moisturizer category. The Dewy Skin Cream and The Water Cream have been top sellers within Sephora for over 5 years, and we know our clients are returning to repurchase.”

Frusci adds, “It’s because of this consumer demand and loyalty that we introduced refillables for these two icons. With the Moisture Matchup campaign, our goal is to celebrate our avid fan base and educate new clients on the key benefits of our moisturizers, so they can make an informed decision on which moisturizer is best for their skincare needs. And luckily with this matchup, there is no loser. Whether you’re Team Dewy or Team Water, everyone wins – achieving flawless, radiant skin.”

Tatcha Stages a ‘Showdown’

Tatcha is staging a modern showdown between these two moisturizers, challenging their benefits beyond mere moisture. The twist? A nod to the Japanese philosophy that values hard work and sportsmanship over winning – both contenders emerge victorious.
A Win-Win For Your Skin. 

Creative marketing and communications agency, Shadow, led the campaign creative, script, production, and social strategy, as well as the experiential production for the supporting pop-up experience in New York.

“The idea stemmed from the rather simple declaration, Tatcha’s Moisturizers are so good, they’re in a league of their own,” shared Brian Vaughan, Executive Creative Director and Partner, Shadow. “The Moisture Match Up is a whimsical skincare fantasy that invites fans to show their competitive spirit for their favorite moisturizer without any risk of losing. Tatcha will always be a win-win for their skin,” he adds.

Influencer Partners

Tatcha is partnering with notable viral influencers:

• Jake Shane @octopusslover8
• Jackie Aina @jackieaina
• Rickey Thompson @rickeythompson
• Stephanie Valentine @glamzilla

Jake and Rickey serve as the “Coaches” while Jackie and Stephanie serve as the “Players.”

A First-of-Its-Kind Sampling Program at Sephora

Consumers will participate in the campaign and “join a team” by interacting with Tatcha’s #MoistureMatchup at Sephora—and receiving a deluxe sample.

Tatcha has collaborated with Sephora doors nationwide to distribute over half a million deluxe moisturizer samples to clients during the campaign.

This is a first-of-its kind sampling program with Sephora – because consumers who stop at Sephora aren’t required to make a purchase.