Glowing, Light & Free: Launching Dewy Milk with Tatcha and Suni Lee
Tatcha set out to expand its beloved Dewy lineup with Dewy Milk, a lighter-textured moisturizer designed for a new generation of skincare consumers. The task? Introduce product innovation without diluting brand heritage and resonate deeply with Gen Z in a way that feels joyful, soulful, and distinctly Tatcha.
Insight
Gen Z craves moments of softness in an overstimulated world. With increasing pressure and burnout, they turn to brands that help them feel lighter, freer, and more in control of their glow.
Dewy Milk offered the perfect invitation; a sensorial escape into balance, bounce, and beauty.
Strategy
We shaped a launch narrative rooted in duality: lightweight skincare with deep emotional impact. From talent to storytelling touchpoints, every element was crafted to reflect softness, strength, and uplift.
Our multi-pronged strategy included:
- A new campaign muse: Olympic gold medalist Suni Lee, a cultural icon of achievement, balance, and resilience.
- A playful campaign character: Jiyu Chan, a calming, Gen Z-friendly bunny designed to deliver joy, ease, and emotional connection across digital and real-world touchpoints.
- A multi-platform reveal: Rolling out across organic social, paid media, influencer channels, and Sephora touchpoints.
Glowing, Light & Free
“Glowing, Light & Free” was our mantra. The campaign created a world where hydration became liberation, signaling fluid motion through weightless visual cues and calming tones to convey a feeling of calm confidence, inner balance, and emotional release.
The Character: Jiyu Chan
To bring emotional warmth and Gen Z resonance to the campaign, we introduced Jiyu Chan (自由), a soft, serene bunny created to live across social, digital stickers, influencer kits, and retail. More than a mascot, Jiyu became an embodiment of emotional skincare—reminding users to protect their glow and their peace.
