LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
LAUREN CHARLES
GRAPHIC DESIGNER + ART DIRECTOR
SPF DUO LAUNCH
Tatcha — Creative Lead, Art Direction, Designer
This was more than just a product drop — it was a strategic reset. In tandem with launching the new SPF Lip Tints, we also reintroduced The Silk Sunscreen in upgraded packaging, answering real feedback from our community and reaffirming our position in prestige sun care.
We didn’t want to shout. We wanted to reconnect — through warmth, elegance, and authenticity.
Campaign Overview
Art Direction + On-Set Creative Lead To bring the story of “whole-face sun care” to life, I cast two real-life best friends for the hero shoot — capturing the energy of connection, ease, and compatibility that mirrors the relationship between the SPF Lip Tints and the Silk Sunscreen. I art directed the shoot on set, shaping every detail from lighting to movement to reflect an elevated, real-life glow. This was paired with a second round of product and texture photography, where I led art direction across flat lays, swatches, and sleek packaging moments that celebrated the sensorial nature of each formula.
Creative Direction
The vision was clear: sun care for your whole face. Two formulas. One story. We cast two real-life best friends to embody that energy — effortless, joyful, deeply connected. Every visual reinforced the idea of compatibility — skin and lip protection designed to work together in perfect harmony.
I art directed both shoots in person, guiding everything from casting and styling to lighting and shot composition. The creative leaned into natural light, tactile textures, and radiant skin — positioning both formulas as sensorial, skin-first staples.
Web: Hero banner, campaign landing page, full PDP system
The Repackaging Rollout
The original Silk Sunscreen packaging was met with mixed reviews. Users loved the formula but not the packaging and we listened. This relaunch gave us the opportunity to rebuild trust through transparent messaging, side-by-side visuals, and smart creator partnerships. Our goal wasn’t to hide the change, it was to reframe it.
To help introduce the improved Silk Sunscreen packaging, I concepted and art directed this 3D animation in collaboration with a motion designer. The goal was to create a crisp, elevated visual moment that highlighted the bottle’s new slim silhouette and reinforced the message: “the bottle you’ve been asking for is here.” The animation lived across social, email, and dot-com — seamlessly tying into the full campaign rollout with texture-forward transitions and a luxurious, modern feel.
3D Animation done by: Wannabe Animated
Campaign Videos
Social: Static + motion posts, reels, stories, and paid asset suite
