TL;DR (A QUICK SUMMARY)

Batiste Light set out to win back dry shampoo skeptics by proving it’s a completely different experience with no residue, no heaviness, no crunch giving people a reason to rethink everything they thought they knew about dry shampoo. Life is a series of experiments, and every now and then, it's worth revisiting the things we've set aside. Our tastes evolve, we grow up, we gain perspective. Sometimes, all it takes is a second chance to turn a no into a resounding yes.

THE BRIEF

Background

For years, many people swore off dry shampoo, convinced it left behind grit, crunch, and residue. Batiste set out to change that perception with a totally different kind of dry shampoo: Batiste Light. Designed with a no-residue, invisible finish, and a light feel and fragrance, it gave dry shampoo skeptics a reason to take a second look.

Target

Young women 18-36 who are familiar with dry shampoo through trial, limited use, or have heard about it from other folks. They’ve turned away from the category and don’t think it’ll work or that it’s for them.

Challenge

Develop a campaign that represents our new technology as a major advancement in the category.

Target

Dry shampoo skeptics have already made up their minds. The category has turned them away before, creating deep skepticism and disinterest that makes new product news easy to ignore.

How do we get them to care that we even have a new product?
How do we open minds that have already closed?
How do we convince people that this is worth another shot?

Assignment

Convince non-users that new Batiste Light is a totally different dry shampoo experience that delivers an effective hair refresh with an invisible finish, light feel and fragrance, addressing their perceived barriers/dissatisfiers to using or considering dry shampoo.

Strategy

Batiste Light is the perfect product to give dry shampoo a second chance.

As we developed this work we kept coming back to an underlying human truth — it’s never easy to admit you’re wrong about something. But it happens to all of us. And it may be holding us back from discovering some of our favorite things. When we asked people to share the things they’d given a second chance and now love, we heard everything from Brussels sprouts to Taylor Swift to Love Island.

This insight became the foundation of our campaign, as we set out to convince people that Batiste Light offers a completely new dry shampoo experience - one that will change everything they thought they knew about it.

Campaign

A Different Light.

Our campaign “A Different Light” playfully explores what happens when you give something another chance. In one spot, two roommates have a candid conversation about dry shampoo. One admits she’s taking dry shampoo out of her “swear jar,” a whimsical collection of things she’d sworn off, from a fedora to an ex-boyfriend. The oversized jar highlights the humor of her past rejections, while making room for dry shampoo’s redemption.

The second spot follows the same friends, watching a Love Island-style reality show. When one roommate dismisses dry shampoo, contestants on the screen break the fourth wall to call her out for once hating the very show she’s watching. The moment nudges her to try Batiste Light—and love it.

The campaign extended across channels, using music and podcasts as cultural entry points where audiences regularly discover (and rediscover) new favorites.

The Results

• 3 YouTube ad variations drove measurable brand lift in awareness, favorability, and purchase intent across Q1 and Q2.

• "Reality" spot drove the highest brand awareness and favorability lift in Q1.

• #1 in consumer resonance The "Reality" creative most effectively aligned the brand’s dry shampoo with the joy of rediscovering a guilty pleasure.