Westfield London just got a radiant upgrade courtesy of Tatcha’s beloved Jiyū Chan and their cult-favorite Dewy Skin Milk.
A Glowing Launch at Westfield London
Tatcha and Space NK took over Westfield London, one of the UK’s top retail destinations, with a visually engaging campaign that turned heads. Their outdoor activation included immersive displays featuring Jiyū Chan, Tatcha’s animated brand ambassador, drawing attention from skincare lovers and curious shoppers alike. This strategic location ensured high foot traffic and organic sharing on social platforms like Instagram and TikTok.
Dewy Milk: Lightweight Power for Oily and Combo Skin
The spotlight product was the Tatcha Dewy Skin Milk—a lightweight, water-based moisturizer that hydrates without overwhelming oily or combination skin types. Clinically tested to provide twice the bounce, this formula uses Japanese rice milk and hyaluronic acid to nourish and smooth the skin barrier. The product activation gave consumers the chance to explore its texture and benefits firsthand, making the skincare experience more tangible and memorable.
Tatcha’s Strategy Goes Beyond Beauty
What made this activation stand out was its clever blend of branding, storytelling, and kawaii-style engagement. Jiyū Chan wasn’t just a mascot—she was the star of the show, drawing fans into the Tatcha world with charm and personality. Visitors were invited to interact, snap selfies, and even receive a limited-edition Jiyū Chan keychain, amplifying brand loyalty. By combining OOH, live experience, and social-ready moments, Tatcha and Space NK created a 360-degree campaign that lived both in the real world and on user feeds.
Limited Edition Gifts Drive Foot Traffic and FOMO
Nothing drives engagement quite like exclusivity. The availability of Jiyū Chan keychains, offered only at the pop-up, created a sense of urgency and FOMO (Fear of Missing Out) among skincare fans. Lines formed quickly, photos were shared, and conversations buzzed online. This small collectible turned into a powerful marketing tool—reinforcing the emotional bond between brand and consumer and rewarding in-person interaction.
A Perfect Blend of Retail and Outdoor Impact
By integrating outdoor displays with in-store product discovery at Space NK, this campaign blurred the lines between retail and advertising. The visibility outside Westfield prompted footfall into stores, proving that OOH isn't just for brand awareness—it's a performance driver when paired with a seamless consumer journey. BM Outdoor has observed similar synergies in campaigns that combine physical environments with emotional storytelling.
BM Outdoor Highlights the Power of Experiential Ads
At BM Outdoor, we’ve seen how experiential out-of-home (OOH) campaigns create lasting impressions. Tatcha’s playful takeover at Westfield is a textbook example of how interactive street-level marketing builds emotional connections with audiences. These kinds of brand moments offer something more than impressions—they offer engagement, content creation, and brand love. When creativity meets a strategic location, the result is unforgettable—and measurable.
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- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
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