THE FOOT RITUAL Hadley Schmueser
Meredith Walser
BEAU 330
TABLE OF CONTENTS History Opportunity Market Insights Product Assortment Competition and Defense Distribution Marketing
History Founded by Victoria Tsai in 2009 after a trip to Kyoto, Japan
Found Geisha skincare symbolic of pure beauty, craftmanship, and heritage Products formulations are derived from a book of geisha beauty secrets
Products use formulations that withstand the test of time (200 years to be exact)
Tatcha is sold online, Sephora, luxury spas, and various beauty boutiques globally.
Market Opportunity
F O O T CA RE
$32 bn Current USfoot care industry worth
$17.5 bn Increase in market value since 2016
8/10 People in America have cracked, callused, rough feet
Source: Euromonitor
So why does foot care matter?
Foot Care
Feet age as fast as hands and the face
Skin is our biggest organ, and often most abused especially the feet
People are always looking after their hands, but not their feet
There is little to no focus on luxury foot care
Due to wearing heels, women have 4 times as many foot problems as men
Each foot takes on 1.5 times your body weight whike you walk
Product Concept
To capitalize on the foot care market opportunity, we will be releasing a line of footcare products that follows the existing Tatcha product story, and focuses on the heritage and wellness aspect of geisha beauty
Product Assortment
Rice Polish Exfoliator $90 Travel:$60
The Water Cream $60 Travel: $20
Deep Hydration Serum $95 Travel: $33
Deep Hydration Mask $18
Campaign Headline
T A K I N G CA RE O F T H E SK I N T H A T W O RK S O V E RT I M E
Primary Target Consumer Age 25-40 $90k+ Salary Living in urban areas or elevated suburbs Either married or soon to be married Although humble, she lives a luxurious lifestyle, indulging in premium products and experiences Enjoys being surrounded by the people she loves, looks forward to social events Finding success in her job, however she does dream about owning her own business Always on the lookout for new and interesting products, early adapter Tatcha Fanatic
Secondary Target Consumer Age 45-60 $100k+ Salary Living in urban areas or elevated suburbs Married Has reached the height of her career and believes that treating herself is important Enjoys being surrounded by family and friends, wants to look and feel her best for these events Works a corporate job, but loves to surround herself in nature on the weekends Usually shops for premium productss that feature anti-aging and skin softening ben efit Has worn heels for entire career
Competition
Distribution Strategy
Marketing Concept
In order to set our foot care line apart from competitors, our marketing will emphasize the rich heritage behind our rituals, as well as the ingredients that have been used for hundreds of years in Japanese skincare
Marketing Plan IN-STORE V is ual D is play
DIGITAL/SOCIAL
E- COMMERCE:
Social Media Strategy e
Website Landing Page
In flun cers
Sampling
CRM Email Blast
Online Sample Strategy
With every online purchase, s Tatcha gives the consumer 3 product samples. D urin g the firt mo n t h of the laun ch, we wi ll e xclus ively give out s am ples of the n ew Foot C are R itual lin e.
Visual Display
Email Blast Strategy: To drive traffict o e-com m erce platfrorm by
Introducing
creatin g in teres t aroun d the n ew lin e w ith vis uals as w ell as
T H E F O O T RI T U A L
in form ation about the in gredien ts . C all to action : S hop N ow Learn M ore (X 3 ) Our formulations, spanning from over 200 years ago will bring your feet the nourishment and pampering they deserve
SHOP NOW
OURINGREDIENTS
Rice Powder
Indigo
Red Algae
Learn More
Learn More
Learn More
eIn flun cers Ingrid Nilson
Jef ree Star
jackie Aina
Jun
Product launch, Skincare, protecting, preventing, treating
FOCUS
July/Aug
Sept/Oct
Nov/Dec
Jan/Feb
March/April
Product Roll out Summer travels with skincare
Product promotion Japan Trip - taking viewer to source of ingredients of product
Holiday Gifts Stocking Stuffers Winter Essentials
Valentine’s Day Winter Must haves
Japan Trip- brand integrity
TARGET
TATCHA Consumer Aspirational Consumer
TATCHA Consumer Aspirational Consumer
MKTG Moment
Product Launch
Summer Travel
Cold Weather
Cold weather/ holidays
4X Product spotlights 1 X week 3x month texture post
2X month product boomerangs 2X month gifs 3X month texture post
2X month product boomerangs 2X month gifs 3X month texture post
CONTENT
A
KPI
1X post sneak peak Product reveal
E
2x month influencer takeover Product GIFS Videos
C
Swipe Up post Shop now post /sponsored
Traffic +20% Follows +10% Comments +5% DM +3%
TATCHA Consumer Aspirational Consumer
2X foot care heritage story 2X month ingredients highlights 1X influencer repost
2X foot care heritage story 2X month ingredients highlights 1X influencer repost
Swipe Up post Shop now post /sponsored
Swipe Up post Shop now post /sponsored
Traffic +30% Follows +5% Comments +5% DM +3%
Traffic +40% Follows +10% Comments +5% DM +3%
Cold Weather/ self-love
Sandal Weather
2X month product boomerangs 2X month gifs 3X month textue post
2X month product boomerangs 2X month gifs 3 x month texture post
2X foot care heritage story 4X month ingredients highlights 1X influencer repost 1x week gift guide
2X foot care heritage story 4X month ingredients highlights 1X influencer repost
Swipe Up post Shop now post /sponsored
Swipe Up post Shop now post /sponsored
Swipe Up post Shop now post /sponsored
Traffic +20% Follows +8% Comments +5% DM +3%
Traffic +10% Follows +10% Comments +5% DM +3%
Traffic +5% Follows +10% Comments +5% DM +3%
2X foot care heritage story 4X month ingredients highlights 1X influencer repost 1x week gift guide
THANK YOU