Batiste™ Waterless Cleansing Foam // Innovation
Move Over Mousse
Innovated a breakthrough form that elevated the brand from a spray-only dry shampoo to the authority for fresh, fabulous hair.
Batiste is the #1 global dry shampoo brand, launched in the UK over 40 years ago. With a stagnant market in the UK and a proliferation of new entrants in America, they needed to rise above the ubiquitous dry shampoo spray form in order to secure its leadership and expertise in the category.
Collaborating with both the UK and US teams in ideation workshops, we identified several promising areas that would take the brand beyond just ‘between washes’ credibility. From just those two sessions, a pipeline of promising opportunities emerged. The first success has been the Waterless Cleansing Foam—inspired by styling mousse—which has created industry buzz and a superior experience for old pros and new users alike.
