Church & Dwight

Launching the Next Big Hair Thing with Batiste

How do you introduce an all-new type of haircare product?


Dry shampoo is having a moment. More and more women are seeking a quick fix solution when they don’t have time to wash their hair. For years, Batiste has been a cult favorite brand— but the products only worked for certain types of hair. So, Batiste decided to shake things up and launch an all-new product that welcomes a new ‘do to the category—Batiste Foam for curly or dry hair. Since this was the first expansion for Batiste outside of traditional dry shampoo, Batiste wanted to make a splash with the launch.

We set out to create an atypical beauty spot... And I think the beautiful energetic world that was created did just that!

Jamie Perruquet
VP Senior Group Creative Director • Razorfish


Our target loves to create, make their own style, and bend the rules—which led to the idea: To be you is refreshing—a celebration of individuality and different beauty routines. We launched the 360 campaign with a music video-style TV commercial, shot by Taylor Swift’s award-winning music video director, that features the morning dance of different women getting ready. We designed each room to show a glimpse into each of their lives, and used this set to capture unique stories used across media channels.

From print, to SEO, to influencer partnerships, we focused on a key message: Batiste has a whole new foam-y way to refresh your individual style.

Drew Kirsch was the perfect director to bring the colorful world of Batiste to life.

Este Serrano, Chelsea DuBois
Creative Team • Razorfish

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