Reinventing Tatcha: From Legacy Brand to Cultural Moment

Front Row partnered with Tatcha to modernize the heritage Japanese skincare brand through a two-phase approach. We refreshed their messaging around emotional skincare rather than just product benefits, creating a narrative about skin-mind connection. Then we launched Dewy Milk moisturizer with Olympic gold medalist Suni Lee and introduced Jiyu Chan, a bunny character that resonated with Gen Z across social platforms and retail experiences.