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Pass the Batiste
The global brand platform refreshing perceptions dry shampoo - from an oily hair quick fix to a range of benefits.
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.
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.
