Batiste Naturally Launch Event

Launch event organic social reach: 2,911,613

Launch event attendees: 14

Editorial features for launch to-date: 50

Total organic social reach for launch to-date (without launch event): 5,470,271

Introducing Batiste Naturally Dry Shampoo… made with 100% plant extracts never before used by the brand and with 40%* less and recyclable packaging, the world’s number 1 Dry Shampoo Batiste, is making strides to be a brand that reflects its customer’s core values.

To celebrate the launch, on Tuesday 1^st March 2022 Capsule Comms hosted an intimate breakfast and flower arranging workshop for a targeted list of key beauty journalists and top-tier influencers. Hosted at Petersham Nurseries, Covent Garden, the event begun with guests being introduced to the brand launch, led by the Batiste marketing team. This introduction shared insight into the Naturally launch – educating attendees on the new product formulations, scents and recyclable packaging.

Post-introduction, guests enjoyed a Naturally ingredient-inspired breakfast, including green and chamomile teas to bring to life the different scents for Naturally. Not only that, but Batiste brand ambassador and professional hair stylist, Samantha Cusick, led a hair tutorial and product usage demonstration – utilising the Bamboo & Gardenia product to create a trending baby braid hair look on a hair model. Guests were intrigued to know how to apply product correctly – with many journalists and influencers asking questions directly for Samantha to answer.

The final touchpoint of the event included an immersive flower arranging workshop, hosted by Petersham Nurseries – with bespoke floral posies created, including key ingredients from the Naturally SKUs including Gardenia and Bamboo.

Attendees included journalists from The Daily Telegraph, The Sun, Harper’s Bazaar, ELLE and Warpaint. Key beauty and lifestyle VIPs/influencers included Francesca Allen, Amelia Taylor, Fran Newman-Young and Lucy Blanc.

With the launch event in March and products being available on shelf, Capsule Comms also onboarded Made in Chelsea’s reality TV star and CEO of Clean Kitchen Living Verity Bowditch to be a Batiste brand ambassador for Naturally focused products – sharing key Instagram content throughout 2022. To-date Verity has produced two pieces of content for the brand; one to showcase product application and the other focusing on International Women’s Day and her being a successful woman in business.

Alongside this, Capsule Comms continues to further elevate the launch by sharing the product press release and samples with media/influencers to obtain instant editorial features and social traction across Instagram. 50 editorial features for the Naturally have gone live so far and organic social reach currently stands at 5,470,271.