For many of us, the COVID-19 pandemic has been one of the most difficult times of our lives. Between stay-at-home orders, 150,000-plus deaths, and an economic downturn, real life is, shall I say… shitty. One of the few things that have kept me and lots of other people sane through this trying ordeal? Animal Crossing.
If you’ve been on the internet at all these past few months, you’ve probably heard people talking about the Nintendo Switch video game, which puts you, the player, on a deserted island that you build up by borrowing money (or “bells”) from Tom Nook, a raccoon dog/construction manager. You can pay off your debts generating income through fishing, catching bugs, digging up fossils, and, as of recently, diving for sea treasures. (Alternatively, you can choose to enjoy the game without giving Nook a cent, living your virtual life breeding hybrid flowers, talking to your neighbors, and chopping wood to build tools and furniture.)
Since real life is pretty much on pause for now, it’s natural that brands would be eager to get in on this much-more-ideal virtual world. One of those brands is Tatcha, who is partnering with activewear brand Alo Yoga and Nook Street Market (a trio of players who create custom clothes and accessories for the game) to celebrate the launch of Tatcha’s new Rice Wash cleanser. “In light of COVID-19, having a digital-first marketing approach is no longer a ‘nice to have’ — it’s a must-have,” says Sarah Curtis Henry, the brand’s chief marketing officer.