Batiste, the world's leading dry shampoo brand, wanted to move beyond its reputation as just an emergency fix for oily hair. Cue “Pass the Batiste," a vibrant, integrated global platform that celebrates the product's versatility and reframes it as an everyday styling essential for instant refresh and confidence.
Pass the Batiste
The global brand platform refreshing perceptions dry shampoo - from an oily hair quick fix to a range of benefits.
Kunde
- Batiste
Standorte
- London
Batiste faced a perception challenge where its product was seen primarily as a fix for oily hair between washes. The brand needed to evolve this narrative and educate a global audience on the versatile styling benefits, like adding volume and texture, that some users were already enjoying.
The campaign was driven by a powerful strategic insight: 64% of women are already using dry shampoo for benefits beyond oil control, such as volume, texture, and fragrance. In addition, the idea of sharing, from beauty tips to pep-talks, is second nature to women - "Pass the Batiste" taps directly into this culture of mutual support and connection.
The creative solution was an energetic, integrated campaign showing women joyfully sharing Batiste in various real-life scenarios. Through a hero film, bold photography, and high-impact media, the platform showcases how the dry shampoo instantly refreshes all hair types for any occasion, anytime and anywhere.
The campaign launched with a comprehensive, high-impact media mix in the UK before rolling out to key markets worldwide.
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