Case considers the creation and early growth of Californian-based TATCHA, a Japanese-style luxury cosmetics brand. It examines how Vicky Tsai developed the concept, assembled financial and management resources, and launched the first product of the Japanese blotting paper in 2009 with a basic marketing campaign. Identifying a 200 year old book of Japanese Geisha busy, Tsai began to diversify its product line in the skin and other cosmetic products. The case ends in December 2010, Tsai re … Read more »

Case considers the creation and early growth of Californian-based TATCHA, a Japanese-style luxury cosmetics brand. It examines how Vicky Tsai developed the concept, assembled financial and management resources, and launched the first product of the Japanese blotting paper in 2009 with a basic marketing campaign. Identifying a 200 year old book of Japanese Geisha busy, Tsai began to diversify its product line in the skin and other cosmetic products. The case ends in December 2010, Tsai receiving a takeover bid, and discuss the merits of leaving or continue to build their business.
«Hide

from
Geoffrey G. Jones,
Veronica Tong
Source: Harvard Business School
16 pages.
Release Date: 28, June 2013. Prod #: 313149-PDF-ENG
TATCHA: marketing the Beauty Secrets of Japanese Geisha HBR case solution

[related_post themes="flat"]