Proving Dry Shampoo Deserves a Second Chance

Could a lighter formula turn skeptics into believers?

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.

At the heart of this challenge was a universal truth: It’s never easy to admit that you were wrong about something. And yet, second chances often lead to new favorites—whether that’s Brussels sprouts, Taylor Swift, or a guilty pleasure like Love Island.

Journey

This human insight became the foundation of Batiste’s “A Different Light” campaign, a playful exploration of 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.

Outcomes

3
YouTube ad variations
drove measurable brand lift in awareness, favorability, and purchase intent across Q1 and Q2.
:30
"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.