The Silk Serum Sanctuary Press Trip

A masterclass in mindfulness.

Bringing Tatcha’s skin-mind philosophy to life, SEEN concepted and produced an experiential 36-hour media activation in New York’s remote Catskills, introducing skincare innovation to top-tier beauty editors.


To welcome Tatcha’s first retinol alternative, The Silk Serum, SEEN hosted an overnight retreat at Piaule, a coveted wellness-focused landscape hotel nestled amongst nature. Transforming Piaule into a zen Japanese oasis, each bespoke guest itinerary highlighted Tatcha’s guiding principal of hinou dokon (“skin-mind same root”) and encouraged mindful moments of rest and education.

Tatcha’s Head of R&D Rose Sparacio delivered an in-depth presentation at the start of the stay that promoted ingredient thought and discussion. SEEN identified dermatologist partner, Dr. Anna Karp, to attend and provide one-on-one meetings with each editor to inspire story ideas and learn about Tatcha’s competitive clinical data.

Throughout editors’ stay, they were treated to restorative facials with NYC-based Kristyn Smith and her team of experts allowing for dynamic product trial. An intimate Japanese-inspired dinner was hosted by Global Director of Artistry and Education, Daniel Martin, and a meditative yoga session concluded their stay.

The trip resulted in immediate social coverage from 83% of our editor attendees, for a total of 162K+ impressions. In The Silk Serum’s first month on counter, SEEN secured 3.5B+ editorial impressions across top-tier outlets, with over 12 standalone features highlighting the launch.