Batiste Campaign Encourages Dry Shampoo Sceptics to Reconsider

Marketing Transformation agency Razorfish has partnered with Church & Dwight’s Batiste, the leading dry shampoo brand, on a new creative campaign for Batiste Light Dry Shampoo. The work is now airing across a variety of streaming and social platforms.

“This campaign goes out to all the Game of Thrones dissers who now have a dragon tattoo, or the Brussels sprouts contrarians who now proudly stink up their kitchens,” said Jamie Perruquet, SVP, executive creative director at Razorfish. “Eventually, we all come around to the things that we’ve sworn off.”

Sarah Dossani, strategy director at Razorfish, said the challenge was to get dry shampoo sceptics to reconsider their stance. “We all change our minds more than we think we do, whether it's growing, maturing, or simply looking at something in a different light,” Dossani said. “So, that became our way in.”

Caitlin Dodd, director of specialty hair care at Church & Dwight, said while Batiste has always been a go-to for dry shampoo lovers, the white residue is what turns the naysayers away. "With this campaign, we’re inviting them to give Batiste Light Dry Shampoo a try to see if that resolves those concerns," Caitlin said. "Sometimes, changing your mind leads to discovering your new favourite.”