2. 1
Executive Summary
ThisreportmakesrecommendationsforBatiste –a haircare brand thatspecialisesindry-shampoo
and operatesinthe UK, Canadaand America.
In recentmonths,Batiste hasexperiencedadecline ingrowthandnamedbrandsinthe haircare
marketare losingout to cheaperonline anddiscount-storealternatives. Thisreportstressesthe
importance of brandloyaltyforBatiste if theyare to stay competitiveinasaturatedbeautymarket.
Recommendationsforsecuringbrandloyaltyare exploredthroughoutthisreport.
Batiste offerproductsthatoperate ona global scale,meetinggenerichaircare complaintssuchas
frizz,lackof volume andlifelesshair. Employingthe geocentricapproachwasrecommended,
allowingBatiste toprofitonglobal productsviastandardisation,whilsthominginonconsumer
detailsandtargetingspecificsegmentsviaadaptation. The synchronicityof standardisationand
adaptationisbestsuitedforBatiste,whomoffersmass-marketproducts(frizz,dull,flat),aswell as
understandingthe motivationsbehindproductpurchasing indifferingcultures/sub-cultures(UK,
Canada,America) andtailoringtheirmarketing-mix accordingly.
Usinga UK sample of femalesaged18-24 whomcompletedasurveyandone-to- one interviews,it
emergedthatconsumerdifferencestowardshairstylingwere vast. Batiste musttailortheirproducts
to suitthe varyingneedsandwantsof thisdemographicif theirpositionas‘UKnumberone’dry-
shampoobrandis to be secured.
Thisreportfocussesonthe resultsfromthe UK targetmarketand makesappropriate
recommendationstosuitthisdemographic. The resultsandrecommendationsof thisreportare
confinedtoUK femalesaged18-24 and cannotbe appliedtootherage groups,gendersorcountries.
The nextstepfor Batiste isto undertake researchinCanadaandAmericato findoutwhich
demographicusestheirproductsmostand to conductfocusgroups,surveysandinterviewsto
understandthe ‘whybehindthe buy’fortheirmaintargetaudience. The marketingmix inCanada
and Americacan be adaptedto emulate the consumer’slifestylesandpersonalities,strivingto
secure Batiste’s brandloyaltyinthese locations.
3. 2
Table of Contents
Executive Summary ...................................................................................................................... 1
List of Figures............................................................................................................................... 3
Introduction.................................................................................................................................4
1.Standardisation vs Differentiation............................................................................................... 5
1.1Segmentation ...................................................................................................................... 5
1.2Research.............................................................................................................................. 5
2.Recommendations..................................................................................................................... 6
2.1Needs..................................................................................................................................6
2.1.1McClelland’s Theory of Needs......................................................................................... 6
2.1.2Maslow’s Hierarchy of Needs.......................................................................................... 7
2.1.3Vroom’s Expectancy Theory............................................................................................ 8
2.2Psychographics .................................................................................................................... 9
2.2.1Lifestyle......................................................................................................................... 9
2.2.2Personality.................................................................................................................... 9
3.Conclusion............................................................................................................................... 13
4.References.............................................................................................................................. 15
5.Appendix................................................................................................................................. 17
5.1 – History of Batiste............................................................................................................ 17
5.2Haircare Trends UK 2015 .................................................................................................... 17
5.3 Dry Shampoo Market......................................................................................................... 18
5.4Results from Survey Monkey............................................................................................... 18
5.5Interview Responses........................................................................................................... 19
5.6. Trait Theory and Recommendations.................................................................................. 21
5. 4
Introduction
‘The continuinginterest indryshampootoextendthe periodof time between washeshasenabled
Batiste to strengthenitsshare inthe market,withsalesgrowthof nearly13% in 2015. However,new
productdevelopment andusage inthe categoryisslowing,suggestingfurtherinvestmentisneeded
to stay competitive.’ (Mintel,2015)
Batiste is no longera newconceptforhaircare,suggesting consumers are lookingtoindulge in
newerinnovations,thusbrandloyaltyiscentral toBatistesmarketingstrategy,securingtheir
positionas ‘UK’snumberone’. (Historyof the companyinAppendix5.1)
‘The keyconceptof marketingiscustomercentrality,we cannotignore customerdecision-making.
Understandingthe processesinvolvedinmaking decisionsiscentral toestablishingpolicy. If
businessesare tosucceed,theyneedtounderstandwhatitisthat people need andwant.’(Blythe,
2013)
Buildingonthe foundationsof consumerbehaviour,thisreportprovidesrecommendationsfor
Batiste by adaptingthe marketingmix,aswell as discussingthe standardisationandadaptation
debate. Fromthis, strategiesforBatiste’stargetmarketare provided.
6. 5
1.Standardisationvs Differentiation
The debate overstandardisationoradaptationisof longduration,affectingall avenuesof a
business’s operations,makingitone of the mostchallengingdecisions acompanycanface.(Vrontis,
2007)
Batiste isa global corporation operatinginNorthAmerica,Canadaandthe UK and is tailored
towards westernsociety. Batiste couldemployastandardizedapproachacrossall westernsocieties;
however,itwouldbe naïve of Batiste toignore personality andcultural differences. A wholly
standardizedapproach islimitingandBatiste should ‘adapttheirmarketingmix wherepossible’.
(BainesandFill,2014)
‘The dissimilarityof consumerbehaviourbothbetweenandwithinindividualmarketsisaresultof
specificcombinationsof collectiveandpersonal parameters’.(Vrontis,2007) Thisquote holds
importance forBatiste byrecognisingthe need tosatisfythe individual,aswell asidentifying
commontraits.
‘Differencesandsimilaritiescoexist. One doesnotfunctionwithoutthe other.’(Kotler,2009) Batiste
can capitalise onthe practical aspectof dryshampooviastandardisation,reducingcosts,whilst
simultaneously generatingbrandloyalty,‘by adjustingthe marketingmix andstrategy tosuitlocal
tastesand consumersnon-identical requirements.’(ChoandCheon,2005)
It isrecommended thatageocentricpolicyisadopted forBatiste. ‘Geocentricorientationisdefined
as a businessattitude where the mindsetof adaptationandstandardizationcohabit’. Onthe one
handBatiste has the abilitytooperate globally utilizingstandardisation,whilstindividualityand
cultural differencesacknowledge the demandforadaptation.(KotlerandKeller,2006)
Whenusinga geocentricapproachwe see how Batiste can fine-tune elementsof the marketingmix
to achieve psychological needsof consumers,alongside havingabroadermarketingstrategy
cateringfor general haircare needs. New productlinescouldbe adapted totargetpersonalityand
lifestylesof consumers,whilst globalproducts (volume, colourandmoisturizing) canbe marketed
viastandardisation.
1.1Segmentation
The geocentricapproachcan addresssegmentationusingstandardisation,aswell asaddressing
complex targetmarketsviaadaptation.
‘Segmentationhasitslimitationsofferingthe needsof customergroupsratherthanindividuals.’
Yet,‘as companieshave finiteresources,itisinfeasible toproduce all offeringsforeveryone all of
the time.’(BainesandFill,2014) The geocentricapproach compromises;volume,colourand
fragrance are segmentsidentifiable acrossall global markets, whereas personalityandattitudesare
adaptedto suitculture specificsegments. ‘Culture isone of the maindriversof behaviourand
influences everythingwe do.’(Blythe,2013)
1.2Research
Despite Batiste havingglobalmarketsandsegments,afteranalysing the results(consultappendix
5.4) collected fromUKfemalesaged18-24, it became apparentthatproductstailoredtowards
7. 6
cultural/sub-culturallifestylesandpersonalities are needed if brandloyaltyistoremain. Thisreport
providesadaptedrecommendationsforthisdemographic.
2.Recommendations
2.1Needs
Resultsfor‘WhyUK females,aged18-24 style theirhair’ were mixed, withsome stylinghairfor
work,others stylinghairtolooknice and others notstylingat all.
UsingMcClelland’sTheoryof Needs andMaslow’sHierarchyof Needs,recommendationscanbe
made for individualstocomplementsuch needs.
2.1.1McClelland’sTheoryofNeeds
Figure 1: McClelland’s Theoryof Needs
8. 7
Figure 2: Perceptual Map – ConsumerNeeds
The map showsthe different‘consumerneed’ segmentsthatBatiste cancaterto.
2.1.2Maslow’sHierarchyofNeeds.
Figure 3: Maslow’sHierarchy of Needs
The trait of ‘self-esteem’wasfrequent whenanalysingthe research. Manywomen
holdback on newstylesasthey lackconfidence orknowledge of how tocreate
them. Doubtingtheirhairstylingabilitiesormisunderstandingtheirhairtype was
9. 8
commonplace.
These findingsare reflectedbyMintel (2015) ‘58% of UK womenaged18-24 style theirhaironce a
weekatmost.’ Batiste’s currenttag line is‘expert stylingbetweenwashes’, yettheirtarget
consumers donot knowhowto style hair or lackthe confidence totry. Offering‘expertstyling’
seemsfutile andinstead, ‘A spray a day,to styleaway’isbettersuited.
UsingMaslow Hierarchyof needs,Batiste couldformulateproductsandadvertisementcampaigns
adaptedto raisingself-esteem,heighteningconsumerconfidence toembrace new hairstyles.
Batiste should offeronline videoswhere consumerscan consultspecialistswhombestmatch
productsto theirhairtype. By havingan expertonhand,consumerscouldunderstandtheirhairand
have guidance onhowto style it.
Batiste shouldrally consumerstowardsself-actualisationwithproductsincluding:
Additionally,the theoryof adornmentisconcrete forBatiste. ‘Adornmentshowsstatusandidentity
and raises self-esteem’(Ebin,1997). ‘Temporarybodyadornmentisa wayof providingpersonal
decorationoraestheticexpression’(SolomonandRobolt,2009) and Batiste shouldencourage their
consumerstofeel goodaboutthemselves. Theirdryshampoocans should incorporate the caption
‘sprayyour wayto confidence’,implyingthatBatiste helpstomake youfeel gooddaily.
2.1.3Vroom’sExpectancyTheory
Figure 4: Vroom’sExpectancy Theory
Afterlaunchingthe videoservice that
matcheshairtypesto products,Vroom’s
expectancytheorycanassessthe
successof these tactics.
10. 9
2.2Psychographics
Afterlookingatconsumerneedsitisevidentthatconsumersvary greatly. Psychographicscan best
aidBatiste in modifyingitsofferingstomeetthe needsof differentsegments. ‘Psychographic
segmentationisaconcrete tool thatcombines personalityandlifestyle andmarketershave a
powerful lens toview consumersegments’.(SolomonandRobolt,2009)
‘Psychographicshelps ustounderstand the why of the buy’(SolomonandRabolt,2009) by using
‘analysisof consumeractivities,interests andopinionstounderstandindividuallifestyles.’(Baines
and Fill,2014) By lookingatthe lifestyleandpersonalitiesof Batiste’sUKtargetconsumers,further
recommendations meritingadaptation canbe made.
2.2.1Lifestyle
One of the questionsinthe surveyincludedKahle’s Listof Values. Interestingly,‘warm relationship’s
withothers’(39%) wasmost important,followedby‘funandenjoymentof life’(26%) Kahle etal
commentedthat‘people whofavouredwarmrelationshipswithothershave manyfriends,whilst
people whovalue funandenjoymentof lifetended toconsume lotsof alcohol.’ Suchconclusions
were drawn in1986, lesseningvalidity formodern-dayapplication. Nonetheless, itremains an
interestingobservationandBatiste couldfinduse inKahle’sinterpretations.
2.2.2Personality
‘Personalitywithinthe psychoanalyticapproachstudiesthe eventsthathave ledtothe development
of personality,focussingonthe individual’.(Blythe,2013) The marketresearchfor Batiste
showcasesindividualism asa highpriorityfor18-24 UK females. 52% of respondentsforthe survey
claimedthat‘no-one’ influencedtheirhairstyles.’ Whenaskedif theywouldimitateahairstyle they
likedonsomeone theyadmired,59%claimedthey wouldnot,givingsupporttowantingtolook
different. Thiswasechoedinthe interviews:‘Istyle myhairto lookgoodfor myself’and‘Ilike to
lookdifferent.’ Batiste could profitfromthe UK aspiration forindividualismandindividualistic
recommendationsare exploredbelow.
11. 10
Individuality
‘A powerful waytoenhance productinvolvementistoinvite customerstoplayarole in
designing/customizing whatthey buy. 40% of shoppersoptfor personalisedproductsdespite the
higherpricing. Made-to-orderproductsare onthe rise andsavvycompaniesare cashinginon this
trend.’(Joseph,2005)
Batiste couldoffera‘My Batiste’ service,allowingconsumerstodesignand personalisetheirown
can of Batiste andis a thoughtful giftidea. Additionally,Batiste should create a‘Batiste Unique’
range,requestingconsumerstopostphotographsonsocial mediadisplayingtheirindividual
hairstylesand products, pitchingBatiste asakey stylingtool forthe creationof individuality.
‘Stylingproductsare nottypicallyboughtata prestige price pointsandare failingtoincrease sales in
the mass market,synonymouswithatrendseeninthe widerbeautymarketof womentradingdown
to cheaperproducts.’(Mintel,2015) Batiste needto gobeyondutilitarian,by integratingthemselves
as a hedonisticexperience,withproductsfeelingunique,givingconsumersasense of individuality
and creatingstrongerbrandloyalty.
Batiste couldhosta UK tour visitingUKcitieswithapopupsalon. The salongivesconsumersa
chance to have theirhair styled,testoutproductsandreceive stylingadvice forrecreatingstylesat
home. A giveawaycanof Batiste isprovidedtoeachconsumer,alongside ascanningcode forsmart
phoneswhichlinks toBatistesonline hairstylingvideos. This tacticinvolvesBatiste productsasan
experience forconsumers,movingthembeyond functionality.
Figure 5: Perceptual map – Hedonisticvs Utilitarian
Most dry-shampoobrandsserve apractical purpose. Batiste shouldstandoutbyofferinghedonistic
propertiestotheirproducts.
12. 11
SocialInfluences
Despite participantsstressingtheirindependence,wheninterviewedona personal level,the
importance of othersopinionsemerged. ‘Asmuch as we hate to admitit, whatwe thinkothers
wouldlike ustodo may be more crucial than our ownindividual preferences.’ (SolomonandRobolt,
2009) ‘I wouldaskpeople firstwhattheythought andif itwouldsuitme before makingachange to
my hair’and ‘Ihad feathersput inmy hairin London as I neededaconfidence boost,butIaskedthe
girlsfirstwhattheythoughtand diditafter theyencouragedme totry it’.
The theoryof reasonedactiongivescredittosocial conformityby acknowledgingthe powerof
otherson influencingourbehaviours.(SolomonandRobolt,2009) Batiste take inspirationfrom
global fashion trends(Catling,2015),but research revealsonly 18% follow fashionforhairstyling.
Instead, Batiste’s marketingcontentshoulddisplaysocial scenesoradvertise Batisteasa socially
powerful productthatearnsothersapproval.
Youngerwomen (18-20) citedtheirmumas theirmaininfluence. ‘Mybiggestinfluence inall things
ismy mum’and ‘I wouldaskmy mum before alteringmy hair’. Batiste couldofferMother-Daughter
salonexperiencesbypartneringwithtopUKsalons.
Figure 6: Bandura’s Social Cognitive Theory
Bandura’s theorystatesthat people learnbyobserving
others. The needforapproval froma person’smother
couldlink toimitatingtheirmother’shair. Encouraging
consumersto share theirmother’sandgrandmother’shair
tipscouldbe an interactive conceptcapturing the brands
retro image,whichisbasedon1960’s vibrancy.
Figure 7: Two-StepFlow Model – Katz and Lazarsfeld
The Two-Stepflow model illustrateshow
influential opinionleadersare instimulating
productconsumption. ‘Ireallylike Zolella’s
hair;she usesBatiste soI’ve broughtsome
too’. Buildingon seekingadvicefrompeers
and usingthe powerof opinionleaders, a
cleverstrategyforBatiste could involve
opinionleadersinBatiste’sonlinehair
13. 12
tutorials. ‘One infour18-24 yearolds have referredto YouTube before purchasingcosmetics,with
YouTube beingconsulted frequently in-store priortoproductpurchase ‘(Thomas,2104).
‘Consumerssee Vloggersasmore thanan information source,theysee themasa friend’(Neal,
2015) withVloggershavinggreatinfluence overtheirfanspurchases.
Batiste previously collaboratedwith EllaHendersonandEllieGolding,butanimprovedendorsement
tactic would employ beautyVloggers,like Zoella. BeautyVloggingisone of the greatsuccessstories
of thisdecade (Lewis,2013) and Batiste shouldcapitaliseonthismovementbymakingBatiste
beautyVlogsorensuringtheirproductsare reviewedonpopularchannels. Alternatively,teaming
withZoellaandcreatinga ‘Zoella’ inspiredcanof Batiste,wouldbe ashrewd businessventure
stimulatingnewinterestand sales.
Attractiveness
The market researchforBatiste identifiedadeeper‘sexual’desire withinconsumerpersonalities;
‘wantingtolookattractive’wasfrequentlycited. ‘Iwantmyhair to lookgoodfor mypartner’,‘Ilike
to lookattractive whenIleave the house’and‘Istyle myhairto attract membersof the same sex’.
Freudinthe 1920’s developedthe psychoanalytictheorywhichconfiguresthe ID(pleasure
principle),the EGO(the mediator) andthe SUPEREGO (conscience)andcouldbe influential for
Batiste. ‘Each of us becomesanumberof differentpeople. We playmanyroles,andeachhas its
ownscript,props andcostumes.’(Solomon andRobolt,2009)
To overcome the complicationsof multiple-selvesandtoindulge the ID,EGO and SUPEREGO, Batiste
couldoffera trioof dry shampoosina compact boxset:
The combinationbox setcouldbe a funway to cater to targetaudience’s dual needs andadaptsto
differentoccasions.
Currently Batiste offerXXLVolumisingdry-shampoo,texturespraysandpowderstoadd‘oomph’ for
a nightout and theirfragrance range refresheshairbetween washes. Byalteringthe packaging,
slogansandpositioningof the products,the ‘Pumpit louder’ and‘Runninglate’ products add
personal values. New marketingof these products isrecommended asconsumersare likely toenjoy
usingproductsand remainloyal tothe brand if they see a part of themselveswithinthatproduct.
Figure 8: Perceptual Map
The perceptual mapdemonstrateshow dry-shampoobrandspositionthemselvesasfunctional,i.e.
refreshinghairoraddingvolume. Batiste wouldstandoutfrom competitorsbypositioning
themselves usingpersonalitytraits. ‘Runninglate’and‘Pumpitlouder’teamedwithappropriate
advertswouldaddidentifiable personalities andlifestyle scenariostotheirproducts. Beingable to
14. 13
see yourself inaproduct makesit more appealingasyou believe thatproductsymbolises you,‘that’s
justlike me’or‘I do that all the time’.
3.Conclusion
The findingsof thisreportevidencethatBatiste needtoadoptadaptationinorderto receive strong
brand loyalty.
Batiste muststandout fromcompetitorsbyinjectingpersonalityintotheirproducts. The current
downfall of Batiste isfunctionality,meaningthatprestigiousprice pointsare notmet. Adding
hedonisticfeaturesto Batiste productdesignsandmarketing,will appeal to consumersbytapping
intotheirpsychological motivations, craftingstrongerbrandloyalty.
Yet,Batiste’svolume,nourishingandcolourproductshave a global appeal,cateringtouniversal
haircare complaints. They are demanded products,whichare cheapertomarketanddistribute,
therefore eliminatingtheminfavourof adaptionseemssenseless. Batiste canprofitfromtheir
Batiste'Pump it
louder'
Batiste'Running
late'
Charles
Worthington -
Refresh me
Tresemme 'Fresh
Strat'
Lush - No drought -
refresh hair
AussieAwesome
Volume
Swell - Ultimate
Volume
Keratin - complex
volumiser
Dry Shampoo - Personality vs Functionality
Adds
Attraction
RefreshesHair
Adds
Attraction
RefreshesHair
RefreshesTime
AddsVolume
15. 14
global productsthatsuit the UK, AmericaandCanada,but to earn greaterbrandloyalty,attentionto
specificcultural consumerbehavioursiscompulsory.
To conclude,ageocentricapproach is recommendedto accommodate Batiste’s globalmarket,as
well asadaptingto cultural/subcultural segments. The bulkof thisreport hasprovided
recommendationsforBatiste basedonthe needs, lifestylesandpersonalitiesof itsUK18-24 female
consumers. To caterto Americaand Canada,marketresearchneedstobe undertakenandthe
marketingmix adaptedto communicate suchcultural findings.
16. 15
4.References
Baines,P.and Fill,C.(2014) Marketing.3rdedn.Oxford:OxfordUniversityPress.
Batiste getsa makeover(2015) Available at:http://www.bluemarlinbd.com/news/batiste-gets-a-
design-makeover/#sthash.vLF2bZIp.kHC1ZbP0.dpbs (Accessed:19December2015).
Berger,J.( 2008) IdentitySignalling,SocialInfluence,andSocial Contagion.Guilford:GuildfordPress
Ltd.
Blythe,J.(2013) ConsumerBehaviour. 2ndend.London:SAGEpublicationsLtd.
Cho,C.-H.,and Cheon,H.J.(2005), ‘Cross-Cultural Comparisonsof Interactivityon Corporate Web
sites’, Journalof Advertising Vol.34,No. 2. America:AmericanMarketingAssociation,pp.99-115.
Church and DwightAcquiresBatiste Dry-Shampoo (2011) Available at:
http://www.cosmeticsbusiness.com/news/article_page/Church__Dwight_acquires_Batiste_Dry_Sha
mpoo/64441 (Accessed:20 December2015).
ConsumerBehaviourWithin L’Oréal MarketingEssay(2013) AvailableAt:
http://www.ukessays.com/essays/marketing/consumer-behaviour-within-loreal-marketing-
essay.php?cref=(Accessed:27October2015).
Cooper,G (2013) ‘My life inhair’,The Telegraph,06April,p12.
Diaz-Meneses,G.(2010) ‘The Ethicsof ConsumerInvolvementwithFashion:A FreedomunderSocial
Pressure’,TextileResearchJournal,80,pp 354-364.
Ebin,V.(1997) The Body Decorated New York: ThamesandHudson.
JosephB. MassCustomisation Boston:HarvardBusinessSchool Press.
Kahle,L.R,Beatty,S.E andHomer,P (1986) ‘Alternativemeasurementapproachestoconsumer
vales:The Listof Vales(LOVs) andValuesandLifestyles(VALs) in TheJournalof ConsumerResearch.
Vol 13. Issue 3, pp.405-409.
Kotler,Pand Keller,K.L.(2006) Marketing management 12thedn,New Jersey:Prentice Hall
Publications.
Lewis,T.(2013) YouTube superstars:the generationtakingonTV – and winning.Available:
http://www.theguardian.com/technology/2013/apr/07/youtube-superstars-new-generation-
bloggers. (Accessed23December2015).
McCracken, G. (1988) Culture andConsumption.Indiana:IndianaUniversityPress.
Mintel Academic(2015) ‘Women’sHairCare UK’. Available at:
http://academic.mintel.com.ezproxy.derby.ac.uk/display/735418/?highlight(Accessed:7November
2015).
18. 17
5.Appendix
5.1 – History of Batiste
At the heartof all Batiste Dry Shampoosis an innovativestarchbased“nowaterneeded”
formulation.Adaptingtoyourhairsneeds,ittargetsexcessoil andgrease,helpingtoeliminate itat
the roots. Boostingbodyitgivesdull,lifelesshairthe makeoverthatitdeserveswithoutwater.Just
spray,massage inand style!
The products inour RevitaliseItrange containamazingfragrancesforhair thatsmellsasgreat as it
looks.Forthe ultimate volume boost,ourOomphItrange isthe one togo for. StrengthandShine
Dry ShampoowithL-Arganine inthe NourishItrange isperfectforrefreshingdullandtiredhair
while SmoothingConditioningMistisenrichedwiththe naturallymoisturisingandnourishingArgan
Oil and isfor the midlength& ends.The Hintof Colourproductsare colourtinted,so theyblend
seamlessly,whateveryourhaircolour.
Church & DwightUK Ltd, a subsidiaryof Church& DwightCo Inc.,has acquiredthe Batiste Dry
Shampoobrandfrom VivalisLtd.Batiste’sadditiontoChurch& Dwight’sbrandportfolioiscitedas
furtherevidence of the NewJersey-basedcompany’sintenttogrow its UK business,headquartered
inFolkestone.
AndyRoutley,managingdirectorof Church&DwightUK commented:“The acquisitionof the Batiste
Dry Shampoobrandwill drive furthersignificantgrowthto our UK business,provide greaterscale
and be the springboardforadditional growthoverthe comingmonthsandyears.We shall be
workingcloselywithall ourexistingpartnerstomaintainthe wonderful growthmomentumof
Batiste.”
Batiste operate inthe UK, Canadaand Americabutare lookingtoexpand.
Batiste hasbeenvotedasthe UK’snumber1 dry shampooawardsandhas wonbeautyproduct of
the year forthe lastthree years.
5.2Haircare Trends UK 2015
Hair care trends2015, takenfrom Mintel:
1. Womenare mostlikelytochoose mass-marketbrands.
2. The ease and popularityof stylingviaheathasledtoa fall inyoungwomenusingmore
traditional hairstylingproducts(suchashairspray,mousse andgel),althoughusage of heatstyling
productsremainshighestamongstthisdemographic(16-24).
3. The proportionof womenusingtreatments/masksfell 5percentage from2014-15. Usage of
oilsandserumsremainedconsistent.Thissuggeststhatthe hairtreatmentscategoryhasmoved
fromrinse-off toleave-informulasaswomenlookforlonger-lastingsolutions.
4. Hair treatmentshave increasedshare of innovationto30%,whichisdrivenbyconsumer
demandforproduct to repairandimprove the appearance of hair.Youngwomenespecially(those
aged16-24) are particularlyconcernedaboutsplitendsanddamage fromheatedstylingproducts.
19. 18
5. Stylingproductsare not typicallyboughtata prestige price point,butare alsofailingto
increase salesinthe massmarket,synonymouswithatrendseeninthe widerbeautymarketof
womentradingdowntocheaperproductsin certainareasinorder to spendmoneyinothers.
6. 32% of womenare creaturesof habitandneverexperimentwiththeirhairlook,whilsta
further58% try somethingnewlessthanonce aweek.Online beautytutorialsare onthe rise,and
brandscan harnessinterestfromhaircare usersbyofferingreal-timeguideslinkedtousers’
webcams.
5.3 Dry Shampoo Market
The women’shaircare markethasseenconsistentgrowth,thankstothe essential hygienenature of
productssuch as dry shampoo,coupledwiththe interestinappearance-drivenNPD(NewProduct
Development).Salesgrew2.4%annuallytoreach£1.44 billionin2015”. (Mintel,2015)
FindingsfromMintel:
1. Dry shampooisa recentinnovationwithusage growingtoaroundone infive women.
2. Dry shampoosuffersfroma functional image (extendingtime betweenwashes)and
prestige brandsare unlikelytobe favoured.
3. 45% of dry shampoouserslackof volume/flathair.
4. Dry shampoousersdescribe hairasdifficulttostyle (42%),usingdryshampooproductsto
tame and control,makingstyleseasiertoachieve.
5. Dry shampooismost popularwithyoungerconsumers(18-24) whoare more experimental
5.4Results from Survey Monkey
A surveywascompletedbyforty-fiveUKfemalesaged18-24 (Batistesmainconsumerbase and
chosendemographicforbothage and gender.)
Surveyresults:
1. 52% claimedthat‘no-one’influencedtheirhairstyles.
2. 18% claimedfashioninfluencedtheirhair
3. 15% claimedfriendsinfluencedtheirhair.
4. 44% likedtheirhairbutwishedtheycoulddomore withit.
5. 25% claimedthattheirhairwasplainand simple
6. Bad hair dayswere unproblematic,42% of participantswere unfazedbybadhair.
7. 33% feltunattractive whentheirhair looked/feltmessy.
8. 58% admiredstylesonothersbutdonot replicate them
9. 65% donot associate higherprice beinghigherquality
20. 19
10. 49% statedtheirhairwasnot a reflectionof whotheyare
11. 34% said‘some daysI like toexperimentwithmyhair butotherdaysI don’tbother’.
12. 40% voted‘Warmrelationshipswithothers’asbeingmostvalued
13. 30% voted‘Funand enjoymentof life’asbeingmostvalued
5.5Interview Responses
All interviewslastedfor10 minutes. All intervieweeswere askedwhytheystyledtheirhairand
conversationflowedfromthere. All intervieweeswere aged18-45 andUK females.
Larissa –aged22- Birmingham- Why do you style yourhair? I don't. I cut my hair ina way that I
have bangsso that theystay outof myface and thenjustleave it. SometimesIwill blow dryit,but
for the mostpart howeveritdriesithow it stays.
Louisa –aged 18- Coventry- Why do you style yourhair? I don'treallyknow.I'mnot toofussedabout
appearance andyetI wouldinstinctivelywanttoensure myhairis "right".Idon't evenknow what
that means.Idon't knowanythingabout"style"butIcan pretend.
Leanne – aged24 - Kent– Why do you styleyourhair? I style mine tofeel goodwhenIleave the
house !!!
Sian –aged 24- Leicester- Why do you style yourhair? Onlystyle itforworkas it givesoff a more
'corporate' and'how youshould'lookI guessinthe role I'm in. Apartfrom thatI reallydon'tgive a
shithowit looks.
Lucy – aged18- Tamworth- Why do you style yourhair? I "style"myhairso it looksnice formyself
and to getit outof my face.I don'ttendto follow anyfashionguidelinesorfeel tooinfluencedby
friendsordifferentcultures.IdowhatI feel looksgooddependingonmymood.
Becky – aged24- Loughborough- Why do you styleyourhair? Errrr I alwayshave itlongenoughtobe
able to putit up andhave none fallingdowninmyface gettinginthe way.
Lauren –aged 24- London - Why do you style yourhair? I neverstyle mine,it'seitherscrapedbackin
a bobble orjust leave ittodry. Friends,social media,culture andfashionguidelinesetcdoesn't
influencethis,butI'mnotgood at doingmy hairwhichisthe mainreason,andif I couldactuallydo
some of the nice stylesIsawmy friendsdoorsaw on social mediaIdefinitelywould!
Nivarna – aged21- Salisbury - Why do you style yourhair? I try to copy stylesIsee onphotos
because Ilike themmore thanto followatrend, butI just suckat hairstylinghaha!Iwouldlike to
change hair colourtoo buthave beentoldbyseveral hairdressersthatblonde isthe onlycolourthat
suitsme so that’sthat!
Christina– aged23- Derby- Why do you styleyou hair? I style itto attract membersof the same sex
Laura – aged24 – Derby – Why do you style yourhair? I style myhair to getit frommy face.
Sometimessocial mediahelpsand the reasonforitis to findouteasywaysto style.Ithinklooking
goodmakesme feel goodyeah.I'mnotbotheredaboutothersapprovals, don'tcare whatthey
think.Ijust go forit if it makesme feel sexy.Ifeel more confidentwhen Ilike how Ilookratherthan
21. 20
whenI don'tand there isdefinitelyacultural pressure here inDerby,ona nightoutespecially,to
alwayslookhotand looka certainway toattract the boys.
Chloe –aged24– Swadlincote- Why do you styleyourhair? I keepitlongas I like itandknow it suits
me. If I wasto try a newstyle Iwouldabsolutelyaskpeoplefirstwhattheythoughtandif itwould
suitme as I don’t wantto lookweirdandstuff.
Kim – aged21- Woodville - Why do you style yourhair? I cut myhair if it getstoo long,Idon't really
style it,ermmI thinkintoday’sculture anyhairstyle goes. If I see a someone whoisa popularor an
idol withcool longhairI may wishto copythe style,butoftenIdo my ownthing. However, my
familyinfluenced myhairbecause mydadwantedme to have shorterhairand I feltlike he was
imposinghisviewsonme soI rebelled,Ikeepmy hairlongbecause myboyfriendlikeslonghairand
he doesn'tthinkshorterhairwouldsuitme. I like myhairbecause itmakesmy face and head
biggerandmore fleshedout,itlookslike alionsmane tome,nottoo longnot tooshort but itframes
my face. I like belongingandIlike beingcomplimented,itcan differbetweenpersontopersonbutI
feel itaffectsandpossiblyimprovesaperson’sself-worthandtheirownbodyimage,eg..loadsof
people complimentmyhairbecause itfeelsandsmellsnice soI put inthe effortto make itsoft and
smell nice and it’sgoodthat myeffortsare recognised
Megan –aged18 – Donisthorpe- 'Why do you styleyourhair? I braid myhair so I can keepitnice
overnightasmyhair iscurly and thenin the morningitis extrawavy. I am not highlyinfluencedby
my friends/social media/culture butIfindthatmy mumis mybiggestinfluence inmostthings. Ilike
to lookdifferentandexperiment,Idon'ttendto use currenttrends,I justgo forwhat I like andwhat
looksgoodon me and whatmakesme feel comfortable.
Jodie- aged19- Overseal –Why do you styleyourhair? - I do myhair because itboostsmy
confidence andmakesme feel different - because myhairisshort comparedto mostpeople of my
age. I like toask my mumwhat she thinks. Ionlyuse social mediatolookfor picturesof hairto take
to the hairdressers.
Rani- aged20- BurtonOn-Trent- Why do you style yourhair?Well I don’treally.Ihave superlong
hair soI plaitit overnightsoitdrieswavyasit’seasierto manage inthe mornings. I shove itinbuns
whichhave beeninfashionrecentlyandmyoldersisterRose taughtme how to do a top knotas I
had no idea. Ican onlywashmyhair twice a weekasit’sso longand I hate waitingforitto dry and
blow-dryingitisa nightmare. My mumhas alwayshadlonghair and I thinkif Iwas to chop off my
locksshe wouldbe devastatedandIdo value heropinion. Ithinkmyhairhas potential butIlack hair
skills,soIjustrepeatthe same stuff overand overon myhair.
Rosie – aged24 – Ticknall – Why do you style yourhair? I style myhair so I feel comfortableand
more confident. If myhairis greasyI feel shitabout myself soIwill pull itintoaplaitor bunso it is
disguised. Itendto hide behindmyhairasI lack confidence. Idon’tstyle myhair like celebritiesor
anything,Idon’tfollowthat,Ijustdo what feelscomfortable andwhatsuitsme bestasI get self-
consciousabouthowthinmy hairis and sokeepitshorter. People watchYouTube videostocopy
stylesandlearnthem,butI don’tunderstandmyhairenoughanddon’thave the confidence totry
themout andtheywouldn’tworkonmy crap thinhair andstylesdon’tgoto plan. I have worn
extensionsinthe pastbutnot sure I wouldtrythemagain withoutprofessionaladvice andgood
qualityones,asI justoverstraightened themandtheyall felloutandlookedflat
22. 21
I feel supershitif someonenoticesmygreasyhair. My ex-boyfriend toldme myhairmygreasyonce
and I feltsobad that I cried. I like approval of myhairand overall appearance asa confidence boost.
I had myhair crimpedonce butaskedeveryone if itlookedstupidornotand hopedtheywere telling
the truth.
There isa massive pressure Ifeeltoalwayslookyourbestaspeople are veryquickto pass
judgement. Peoplenotice yourweightbythe clothesyouwearsoI pickthemverycarefullytoavoid
commentsfromothers,well the negative onesanyway.Idon’tthinkIusedto care toomuch about
my hair,but actuallyitisa big deal topeople. If youare noton your game thenyoulookdreadful
and people thinksomethingiswrongwithyou,like are youok,youlookpoorlyor commentonyour
appearance if itis a tinybit‘off’fromhow people expectorare usedtoyou looking.Ihadfeathers
put inmy hairin Londonas youknowas I neededaconfidence boost,butIaskedthe girlsfirstwhat
theythoughtand wentwithitwhentheygave me the courage to try it out.I wouldn’thave done it
withouttheirapproval. Iam sohappy withthe feedbackIgotfrom the feathers,everyoneloved
themand I got complimentsandit’sthe mostI everdid to myhair and I’mgladI took the plunge.
Chloe – aged 23- Midway –Why do you style yourhair? I style myhair if there isa weddingandthat
isabout it. I onlywash myhair three timesaweekasit isa nightmare todry andstraightenetc. If I
don’tstraightenititgoeswildandfrizzyand all puffeduphaha. I thinkthere ispressure tolook
goodalwaysand have well- kepthair,likelookingmessyandgreasymakesme feelgrossandI swear
people stare butthat’sparanoiamaybe haha. I wouldaskmy bestfriendforadvice before changing
hair. I wasway more experimentalwithmyhairdyingitblackwhenIwas a goth inschool and much
younger,butnowI tendto keepitplainandsimple asI know whatsuitsme and itseasierforwork. I
didcut my hairsupershort around21 years oldbutsince growingitback and askingpeople which
theythinksuitedme better, Ihave beentolditlooksmuchbetternow andsuitsme more,so I am
keepingitthatlittle bitlonger.Iamthinkingaboutdyingitdarkred though,butI don’thave the
moneytodo that justyet.
5.6. Trait Theory and Recommendations
Consumersall have differenttraitsandBatiste shouldcreate traitspecificproducts directedat
consumertraits.
Traits Adaptation
Extrovert Adultcolouringbooksare makingacomebackso
whyshouldn’t‘bestfriends’hairproducts?
Batiste couldcapitalise onthe ‘childhoodtrends’
and create a promotionforsocial womenwhom
enjoytoget readytogether. The dryshampoo
and stylingproductbottle shouldbe designedin
a certainway wherebyone friendownsthe dry
shampooandthe otherownsthe stylingproduct
and theyslottogethertomake a whole when
youcome togethertogetready
23. 22
Additionally,Batiste couldofferan‘active’range
by teamingupwithvirgingymstooffera ‘New
year,New you’promotion. Onjoiningthe gym,
youget the hair productsto suitthe active/social
lifestyle.
Self-conscious Quotesgraffiti overthe bottle saying‘you’re
gorgeous’or‘make time foryou’etc
Innovation Social mediacampaign:Runa twitterfeedwhere
consumerscan use batiste productstodevelop
their‘style’of the weekanduploadvideosof
how to do the stylesortweetpicturesof the
finishedstyle. Thiscan helpotherstogain
inspirationandgive new stylesago.
Materialism Batiste collectablesrange forthe womenwho
like toownit all.Offerbigbox setswithstyling
products,texture sprays,dryshampoosand
hairsprays.
Confidence Batiste couldhave a piece of paperwhichpulls
stretchesoutfromthe bottle withpicture
instructionsof twohairstyleson. QRcodeson
the front of the dry-shampoo,consumercanuse
smart phone toscan the code linkingthemthe
Batiste hairchannel toaccess styles.
Conformity Mother andDaughteror Hisand Hers duocans.
Low maintenance ‘Justhair,don’tcare’ range,withneutral smells
and minimalistpackaging.
Individuality Nail art isa bigtrendrecently,withglitter,gems
and pensto designyourownindividual nails.
Batiste couldhave a plaincan andgive people
the optionto designtheirownpattern,best
reflectingthem.
Run competitionstodesignyourowncan or at
Christmas,offeraservice forDecemberonly
whichpersonalisesBatiste canswithnamesand
meaningful messagestogive topeople asgifts.
