Timed with Valentine’s Day, Tatcha is encouraging new customers to discover its 5-year-old Dewy Skin Cream with a new campaign. The product is the brand’s best-seller by sales dollars and units and a top seller at Sephora. According to a brand spokesperson, one jar sells every 60 seconds, and the product’s overall sales continue to grow at a double-digit percentage annually.
Tatcha began teasing the campaign, dubbed “Say I Dew,” on January 17 before rolling it out the next day. Then, on February 10-11 in NYC’s SoHo and the Meatpacking District neighborhoods, it hosted IRL pop-ups. Visitors could get bouquets of flowers and samples of the hero product. For Tatcha, sampling the Dewy Skin Cream in the past has resulted in significant conversion, Yee said. Tatcha promoted the pop-up via its email list, Instagram and a small number of micro-influencers on TikTok. “[It had] an overwhelmingly positive response with lines wrapping around around two New York City blocks,” said Mary Yee, Tatcha’s CEO. The brand has seen success with pop-ups in the past.
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