TL;DR (A QUICK SUMMARY)

In 2024, Batiste Dry Shampoo came to us to launch two new innovation products, Sweat & Touch Activated dry shampoo, presenting a breakthrough technology in the category.

THE BRIEF

Background

The sweat and touch-activated innovation was
differentiated through a new fragrance technology that the category had never seen. The formula is made up of tiny, invisible fragrance capsules that sit on hair waiting to be reactivated. When you sweat or touch your hair, the capsules open to release bursts of freshness and re-activates throughout the day to deliver longer lasting fragrance and freshness between washes.

Challenge

While unique to the category, this revolutionary innovation could invite skepticism with people questioning if the reactive technology was too good to be true. We had to make them believe it.

Assignment

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

Target

Active, busy women 24-34 who see showering as a chore and might even plan their week around wash day. If they can get swing more days, they will. They’re looking for something dependable and long-lasting that gives them the feeling of freshly washed hair.

Strategy

The smartest dry shampoo ever.

Let’s show how we’ve created the smartest, ultimate personal dry shampoo. Reacting to your movement, touch and body, our new product works with you. Our approach explored different ways of representing technology and the future.

The Idea

As our creative team thought about this ask they kept circling around a thought: what better way to show the future than use the past? The campaign features two characters, a believer and non-believer, and tells the story of a charming girl who travels from the 1950s to the future to discover the best thing since sliced bread — Batiste Sweat & Touch Dry Shampoo!