Dry Shampoo has you covered from AM to PM

During the early planning stages for Batiste’s 2021 PR strategy, we recognised an opportunity for an experiential Batiste brand experience, through a bespoke mobile hair hub. This hair hub would be used to highlight the key message ‘Batiste taking you from AM to PM’ and to also illustrate the revamp to the Batiste packaging and fragrance for its most loved scents including Batiste Original, Batiste Blush and Batiste Tropical.

With the brand not only launching the products to shelf in popular retail stores (such as Boots and Superdrug) but also creating the ultimate advertisement to celebrate its new brand designs under the hashtag #NOWYOUCAN, what better way to exemplify this than via a portable hair hub; shooting up, down and across the country to offer interactive styling appointments and an opportunity to trial product?

The branded van boasted bold colours of the classic Batiste teal green as a backdrop, along with identifiable graphic imagery of the Dry Shampoo cans; Batiste Original, Batiste Blush and Batiste Tropical. Once inside, Batiste branding was apparent throughout, with a styling station placed in the back centre of the van, giving key media and consumers the opportunity to capture content moments to post on social media platforms.

With months of careful planning, the Batiste branded vehicle arrived to London on April 2021. With all parties extremely excited by how aesthetically pleasing the vehicle looked, Capsule Comms and Batiste brainstormed a detailed plan for the next six months. First up on the list, was a sponsored social campaign with leading beauty and lifestyle influencer Em Sheldon, who’s also been a long-standing fan of the brand. In early April 2021, Capsule Comms travelled the iconic roads of London with Em Sheldon to create an engaging Instagram video to be promoted on her channel to her 116,000 loyal followers. Em’s content highlighted the vehicle and brand messaging – ‘Batiste will take you from AM to PM’, as well as promoting the newly packaged designs available to purchase on shelf in relevant retail stores. To-date, Em’s social content has received a total of 19,133 views, 763 likes and 62 comments.

Once the impressive social media campaign with Em Sheldon was live on her channel, it was time to officially launch this mobile vehicle to key beauty journalists and beauty influencers – highlighting and promoting the brand’s latest launch. On Tuesday 27^th April and Wednesday 28^th April, Capsule Comms visited key London-based influencers and beauty journalists alongside the vehicle which acted as the perfect social content opportunity for the brand. Alongside gifting recipients key Batiste Dry Shampoo products (Original, Tropical and Blush), each contact was gifted a houseplant courtesy of leading company Patch Plants and also a refreshing juice from Juice 4 Thought and Glowbar. The whole idea and concept was to encourage the idea of ‘refreshing the hair and the home’ with the help from Batiste Dry Shampoo. The reception for the mobile van was highly positive and resulted in strong social traction, with 94% of delivery recipients sharing the Batiste van on their Instagram accounts. The total social reach for the activity was 1,491,101.

Over the next five months, Capsule Comms will continue to hit the road with Batiste, visiting other recipients in different regions in the UK to increase exposure for the vehicle as well as utilising the vehicle for relevant consumer sampling campaigns; which we hope will help to increase brand exposure and help enforce its status as the market leaders in Dry Shampoo.

Watch out for the Batiste van.. it could be coming to a location near you!