BatisteTM Brand History and Profile

HERITAGE

BatisteTM is the stylists’ trusted secret weapon. Whether its bringing iconic styles to life in the salon, transforming looks for the catwalk or making women walk taller on the city streets, Batiste has been taming, cleansing, invigorating

and enlivening tresses since the 1970’s.

Batiste launched in the 1970’s as a branded answer to using talcum powder to cleanse hair and prolong time between washes.

In the 1980’s, Batiste was discovered by the wider fashion industry and by the 1990’s, it was a kit bag must-have amongst successful session stylists on the British catwalks.

Batiste is an award-winning brand and the UK’s #1 Dry Shampoo, with over 75% market share. Today, Batiste is the World’s #1 Dry Shampoo brand, and is sold in over 50 countries.

PHILOSOPHY

We believe that everyone can have a great hair day, every day.

VISION

To own all of the moments when women need to instantly liven up their hair, but don’t have the time (or the desire) for a full wash/styling session.

KEY INSIGHTS

Batiste Knows:

Time is tight for today’s consumer. She typically washes and styles her hair in the morning (some in the evening), but this process is time-consuming.

She is looking for quick, convenient fixes to help hair to look great every day, without having to spend precious time on a full wash/styling session.

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On “dry days” (when she skips a full wash/style session to save time), she’s conscious that her hair does not look its best and may not feel as confident as usual. She typically ties her hair up/back, tries using a trendy hair accessory to

hide flat/lifeless hair, or just accepts a “bad hair day.”

Certain everyday accessories such as hats or helmets, or even weather conditions (rain, humidity, cold) can quickly ruin her hair and therefore her day.

TARGET CONSUMER

The Batiste Consumer is a busy, modern woman aged 16–45 (bullseye is age 24) who is likely to attend school or work full time and may have kids. She has disposable income, but is short on time. She’s more engaged with hair and beauty than the average woman, and willing to spend more on a beauty product that works. She’s happy to take beauty shortcuts. She is Internet savvy and more likely to read blogs to get advice. She hangs out at gym, cafes and restaurants, music festivals and events, or is out shopping.

UNIQUE SELLING PROPOSITION

In the 1970’s, Batiste created a whole new category in haircare and is established in the UK as the Dry Shampoo brand.

Our formulation is the best in the world. Sally Brooks, three-time London Hairdresser of the Year, describes Batiste as an essential product for hair stylists.

Batiste is the only brand that takes our packaging inspiration (and not just fragrance) directly from the fashion industry catwalks, introducing on-trend designs with global appeal.

Batiste’s quirky personality shines through on shelf with fashion-inspired packaging and eye-catching displays.

Batiste™ Backgrounder

A registered trademark of Church & Dwight Co. Inc., Batiste™ Dry Shampoo is World’s #1 Dry Shampoo brand* for over 30 years and offers consumers the fastest and easiest way to great looking hair in between hair washes.

At the heart of all Batiste Dry Shampoos is an innovative starch based “no water needed” formulation. Adapting to one’s hairs needs, it penetrates the hair shaft, targeting & absorbing excess oil and grease, helping to eliminate it at the roots. It requires simply spraying at the roots, massaging in and brushing through for great looking, feeling and smelling hair, full of body, texture and volume.

With the power to revitalize hair and instantly create any look on dry hair, Batiste™ Dry Shampoo comes in a number of variants under five different product ranges, namely: Fragrance, Volume, Color, Stylist and Care.

  • Their Fragrance range offers products that leave hair smelling fresh and sumptuous.
  • The Volume range is for customers looking to get that extra bounce in their hair.
  • The Color range offers products that blend seamlessly into the hair whatever the hair color might be.
  • The New Stylist range caters to customers with specific needs looking for either instant volume, or wavy beach hair, or a solution to tame their frizzy hair.
  • The Care range with keratin-infused instant conditioner offers customers a perfect solution for hair in need of some extra nourishment and moisture.

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