top of page
LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
Forest Awakening Launch
Tatcha — Creative Lead, Art Direction, Designer
A multi-channel launch designed to bring calm to skin and spirit.
Forest Awakening marked Tatcha’s debut into body care—an expansion rooted in Japanese forest bathing (shinrin-yoku). I led the visual concept and creative execution across digital, social, print, event, and influencer touchpoints.
Campaign Overview
Art Direction + On-Set Creative Lead Led two full-day shoots from concept to execution—overseeing casting, styling, prop direction, and real-time shot composition across studio and lifestyle environments.
The Big Idea
“Outside In” - A campaign rooted in serenity, designed to let the forest in.
We translated the textures, tones, and stillness of the forest into a visual system that could flex from immersive product education to playful lo-fi content and in-store storytelling.
Web: Hero banner, campaign landing page, full PDP system
Social: Static + motion posts, reels, stories, and paid asset suite
The Challenge
Break into a new category (body care) while staying true to Tatcha’s sensorial, brand. Our goal was to craft a ritual-forward experience that connected the emotional power of forest bathing with clinical skin benefits—visually and tonally.
From Ritual to Rollout
After defining the campaign vision, I led two photoshoots on set and translated the concept across key visuals—web, social, email, and influencer—crafting a full-body ritual experience with softness, texture, and forest energy.
Retail: Sephora in-store home bay displays
bottom of page