CUSTOMER SUCCESS STORY
How Tatcha Brought AI Onto the Client Care Team, Without Losing the Tatcha Touch
3x
Conversion
vs. site-average
+38%
AOV Increase
11.4%
of total site-revenue
81%
CSAT
Executive Summary:
- Objective: Drive meaningful revenue and conversion with an on-brand, compliant AI shopping experience that works alongside Tatcha's client care team.
- Challenge: Scale Tatcha's signature ritual-building experience online without losing the human warmth, brand voice, or regulatory precision that define the brand.
- Approach: Deploy Alhena's Shopping AI with Adaptive Quizzing, on-brand Product Cards, and Agentic Checkout, as a member of the client care team, tightly integrated into Salesforce Commerce Cloud.
- Outcome: Within months, Tatcha's Shopping AI became a measurable sales channel: 3X conversation-to-purchase conversion, 38% AOV uplift, and influencing 11.4% of total site revenue, while deflecting 82% of chats so the care team can focus their attention where it matters most, all at an 81% CSAT.
"At Tatcha and Unilever Prestige, we partner with Alhena as a core part of our technology and innovation strategy, leveraging advanced AI to unlock hyper-personalized, high-touch consumer experiences at global scale. Together, we're not just adapting to a rapidly evolving digital landscape; we're actively shaping what's next for luxury, data-driven engagement."
Narayan Parasuraman
Senior Vice President & CIO
The Mandate: Clienteling at Scale - within Guardrails
As a Japanese-inspired luxury skincare house, the Tatcha team set a high bar: The team didn't just want fewer tickets; they wanted to support their beauty advisors by offering clienteling at scale. They sought an innovation that acted as a seamless extension of the team. That's why the team chose a revenue-first Shopping AI approach.
Approach
- Rapid prototype to earn trust: A demo trained on Tatcha's knowledge and voice won quick internal approval.
- Careful implementation: Co-tuned brand tone, policy guardrails, and regulatory boundaries; integrated with Salesforce Commerce Cloud and customer data systems.
- Customer journey design: From consult to product card to pre-filled checkout, we designed for as little friction as possible at each step.
- Safety & Compliance: All responses are grounded in Tatcha's knowledge base and adhere to a customizable policy layer tuned for skincare.
What Tatcha Launched:
Rich Product Cards with clear CTAs
On-brand images, concise benefits, and action buttons ("Learn More", "Add to Bag") appear inside the chat to shorten the decision path.
Agentic Checkout
When a shopper confirms, the AI adds items to cart and redirects to a pre-populated checkout page, a seamless handoff that closes the loop.
Smart Assessment
The assistant conducts a brief, conversational skin assessment to build a tailored multi-step ritual - much like a Tatcha specialist would, but available any time. Adaptive questions increase recommendation precision and lift both conversion and AOV.
Brand & policy guardrails
Responses are grounded in Tatcha's knowledge base and governed by a customizable policy layer tuned for skincare, ensuring every recommendation is on-brand, compliant, and aligned with Tatcha's standards.
For Tatcha, that meant bringing on an AI teammate that could blend into the team, and uphold the same standards as their human experts.
"Our goal isn't just automated support; we need an AI that can sell, educate, and retain—providing expert product recommendations, building skincare routines, and delivering post-purchase guidance. It must meet compliance standards and reflect our brand voice.
Alhena delivers on all that, and most of all, the team has been great to work with."
Berto Alvaro
Director of Digital Product & Design
Tech & Integration
Alhena Platform: Alhena Shopping AI with Routine Builder, Adaptive Quizzing, on-brand Product Cards, and Agentic Checkout.
Integration Stack:
- eCommerce Platform: Integrated with Salesforce Commerce Cloud; deep links to specific checkout pages for frictionless completion.
- Helpdesk: Initially Gladly and now Integrated with Kustomer; frictionless transfer to human agents upon request or for specific scenarios as configured.
The Rollout Story: A Digital Member of the Client Care Team
From browse to ritual, then to checkout - all inside one guided conversation
"My skin feels tight and dull lately." The assistant answers in Tatcha's serene voice: "It's an honor to care for your skin. Let's build a gentle ritual together." Two simple questions later, a personalized 4-step regimen appears as elegant product cards in chat; a tap on Add to Bag, and checkout opens pre-filled.
For the shopper, it feels like the same care they'd receive from a Tatcha specialist - available instantly between visits or outside support hours.. For the brand, it ensures that while AI handles discovery and routine ritual building, human specialists can dedicate their time to the most meaningful client connections.
That balance - AI handling volume so people can deepen relationships - is the core of Tatcha's approach.
"AI has a deflection rate of 82% and it does this while preserving the Tatcha touch. This allows my team to focus their care and attention where it matters most"
Jeremy Godin
Director of Client Engagement
It was immediately clear post-launch that the users loved the experience. The numbers followed soon after:
For the shopper, it feels like speaking with a Tatcha specialist, only faster. For the brand, it's engagement that converts, not just a helpful chat.
Revenue and Conversion:
- 3x the site-average conversion rate
- 38% AOV uplift
- 11.4% of total site revenue driven by the assistant
Operational Wins:
- AI deflection rate of 82% allows the client team to prioritize complex care; the assistant supports volume by handling ~9x more chats.
- "Email my routine" became a key behavior as shoppers save personalized regimens, then return to purchase.
- 81% CSAT signals trust, the precondition for conversion in luxury skincare