Goals
Tatcha is the leader in luxury skincare. Its premium Japanese-inspired products, like its Indigo Calming Cream, have amassed a loyal customer base of people with all skin types who are looking for transformative and effective products.
After narrowing down its customers’ needs through social listening — a process that included diving into common customer service requests and customer reviews on social media, retailer.com, and Tatcha.com — the brand identified its customers’ needs for video. Customers wanted to see exactly how the products worked on real skin.
Tatcha had a new goal for its eCommerce: to help educate its customers and give them confidence that the products would perform for their unique needs.
To do this, they needed high-quality UGC videos that demonstrated product performance. 85% of consumers are more influenced by UGC than brand photos or videos, so Tatcha also wanted to source authentic before-and-after images to showcase skin transformation.
"Our customers love seeing products on everyday skin!” says Andrea Carver, Senior Vice President of DTC & Technology at Tatcha. “UGC videos give customers the visual and social proof needed to add to cart.”
Solution
Tatcha worked with Hue to source 273 videos and 534 before-and-afters for 10 products to demonstrate how products perform on real people. This UGC content showcased authentic, real-life results from creators who represent Tatcha’s customers.
“We made a commitment to show real skin across several ages and skin types, and Hue's technology helps us achieve this promise,” says Carver.
Hue’s UGC creators produced 30-60-second video reviews over a 2-4 week product usage period. For example, Tatcha’s Indigo Calming Cream video content demonstrated how the product fits into a skincare routine and addressed relevant concerns and results. Creators also captured before-and-after images to show their skin's progression over time.
Tatcha’s top-performing video review and before & after showcased incredible skin transformation.
Hue creator Melissa G. shared her honest assessment of Tatcha’s Indigo Calming Cream after using it for two weeks. This review directly addressed a customer need: visual proof that the Indigo Calming Cream was effective for skin redness. Melissa’s jaw-dropping before & after was paired with an informative UGC video review describing the product’s qualities and application.
Tatcha Indigo Calming Cream Results**
52% engagement rate
After implementing Hue's video review module, Tatcha’s Indigo Calming Cream has generated an average engagement rate of 52.28%.
19% of video engagements were Long Plays*
The percentage of long plays on Tatcha’s video module is 18.5%, showing that this content is highly engaging and compelling to viewers
5.1 videos watched
Users are watching an average of 5.07 videos, an exceptional engagement metric compared with the average skincare brand partnering with Hue.
*Long Plays are video plays that last for 10 seconds or more.
**Measured through Shopify, 4 weeks pre-launch with Hue and 4 weeks post-launch with Hue
“We love working with Hue because we can always expect high-quality videos and photos from their creators,” says Carver. “We can tell that our customers also love the videos because we have seen great engagement — higher than any other tool we've used.”
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