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  • June 2013 (Revised June 2016)
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TATCHA: Marketing the Beauty Secrets of Japanese Geisha

By: Geoffrey Jones and Veronica Tong
  • Format:Print
  • | Language:English
  • | Pages:16 
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Abstract

Case considers the creation and early growth of California-based TATCHA, a Japanese-themed luxury beauty brand. It explores how Vicky Tsai developed the concept, assembled financial and management resources,and launched the first product of Japanese blotting paper in 2009 using a grassroots marketing campaign. Identifying a 200-year old book employed by Japanese geisha, Tsai started to diversify her product line into skin and other cosmetic products. The case ends in December 2010 with Tsai receiving an acquisition offer, and debating the merits of exiting or continuing to build her business.

Keywords

Cosmetics Industry; Japan; Startup; Entrepreneurship; Marketing; Entrepreneurship; Beauty And Cosmetics Industry; United States

Citation

Jones, Geoffrey, and Veronica Tong. "TATCHA: Marketing the Beauty Secrets of Japanese Geisha." Harvard Business School Case 313-149, June 2013. (Revised June 2016.)
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About The Author

Geoffrey G. Jones

General Management
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Related Work

    • June 2013 (Revised June 2016)
    • Faculty Research

    TATCHA: Marketing the Beauty Secrets of Japanese Geisha

    By: Geoffrey Jones and Veronica Tong
Related Work
  • TATCHA: Marketing the Beauty Secrets of Japanese Geisha By: Geoffrey Jones and Veronica Tong
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