1. Batiste Dry Shampoo Presentation
My final ideas on how to advertise Batiste Dry Shampoo
By Serena Kaur

2. Product History
• Batiste is a personal hair care brand which was
founded in 1975 by Schwarzkopf as part of a larger
hair care range.

3. But then in 2001 Church and Dwight brought Batiste and Batiste was re
launched with a new design and the beginning on their trade mark
colours.
Batiste offer a large range of dry shampoos that are perfect for every hair
type or colour.
Batiste Dry Shampoo is available in:
Original
Tropical
Blush
Diva
Boho
Shimmer Gold
Shimmer Silver
Nude
Batiste Tones, Light Medium & Dark depending on your hair colour
Product History

4. Target Audience
Batiste is aimed at young teenage girls and women with busy lives who don't have time was
their hair so they use Batiste in between washes.
Batiste is also aimed at people who go to festivals and don’t have facilities for them to wash
their hair so dry shampoo is ideal.
Batiste is popular with men that's why Fresh was introduced in 2010 to cater for anyone's needs
as sales of dry shampoo have increased by 37 per cent since this time last year, with one in
five of the products purchased by men.

5. Campaign and Market Research
Batiste’s on going campaign is ‘Try it dry’ which is
biggest-ever integrated marketing campaign across
the UK costing £1.5 million.
Batiste Original Dry Shampoo is in the beauty market as
it focuses on looking after the hair and scalp.
There are already 2.5 million* people who love using
Batiste Dry shampoo which is the UK's favourite.
(*Kantar data 52 w/e March 2012)

6. Competitor Research
Tresemme Fresh Start Dry Shampoo
Fresh Start uses technology that is similar to other dry shampoos: it’s a powder
based aerosol spray. But while most competitors use either one or two
powders (usually rice starch or Aluminium Starch Octenylsuccinate),
Tresemme’s formula contains three or four, depending on the levels they’re
using. Theoretically, this blend of powders could do a better job of absorbing
oil which makes sense from a hair cleansing perspective.
Cost: £4.79

7. SWOT Analysis
Strengths:
Brand Loyalty as it is a trusted brand
Fits into daily routine of hair care, women regard hair care as essential
The product can last 24 hours and instantly refreshes your hair between
washes
Batiste Dry Shampoo is a starch based powder product with an innovative ‘no
water needed formula’ which banishes oily roots
Weakness:
Other competitors have similar products but at cheaper prices so it may
attract those who prefer cheaper products
Own store brands
Maybe expensive for others so they buy the cheaper priced on from a
cheaper brand

8. Primary Research
• A secret testing between 4
girls aged between 17 and
19 who tried Batiste and
Tresemme dry shampoos but
they did not know which was
which.
• After testing them 3 out of 4
agreed Batiste is better as it
doesn't feel heavy and
makes the hair feel fresher.
• They said Tresemme doesn't
seem to have no affect on
the hair and makes it feel
even more greasy than
before which could be due to
the large amount powders
used in the product.
• So 3 out of 4 said Batiste is
the best Dry Shampoo out of
the two.
0
1
2
3
4
5
6
Girl 1 Girl 2 Girl 3 Girl 4
Tresemme
Batiste

9. SWOT Analysis Continued
Opportunities:
Make the product into travel sizes so it can used wherever not only at home,
Price promotions on the product like buy one get one free
Gift sets to give to people for gifts and presents
Threats:
Launch of other brands with similar products,
Consumer allergies
Own store brands like Asda’s own brand dry shampoo copying the concept of different
dry shampoos to suit peoples hair colour

10. Batiste Past Adverts
• Batiste launched its first ever TV
advertising campaign for the 30
year old brand on the 15th
October 2012.
• It shows a woman waking up
and getting ready for
work, tackling a series of
disasters from spilling water on
her mobile phone when she
tries to turn off the alarm, to her
curtain rail nearly falling on her
head as she tries to open the
curtains.
• As she doesn’t have enough
time to wash her hair, the
woman uses the product to
revitalise it, and leaves her flat
smiling.

11. Advertising Plan
• The main persuasive strategies are:
• Pride
• Envy
• Humour

12. ASA Rules and
Regulations/CAP
Marketers must not encourage consumers to use a product to excess and
must hold proof before suggesting their product or therapy is guaranteed
to work, absolutely safe or without side-effects.
Marketers must be able to provide scientific evidence, if relevant consisting
of trials conducted on people, for any claim that their product or therapy
can prevent baldness or slow it down, arrest or reverse hair loss, stimulate
or improve hair growth, nourish hair roots, strengthen the hair or improve
its health as distinct from its appearance.

13. Initial Ideas- ‘Monday Madness’ and ‘2 girls only 1 can’
1st idea: A young women wakes up late realising that she is late for a job
interview so she rushes to get ready and causes havoc . She uses Batiste
and her hair is transformed looking beautiful and she wows the
interviewers with her hair and gets the job.
Problems with this idea:
It will be too similar to the real advert so it will look like I'm coping it.
It maybe time consuming to film all the different parts and move around to
the different locations as it will not just be set in one setting.
2nd idea: There are 2 girls who are late for school and they greasy hair but
only one has Batiste so she uses and she is ready to go while the other
girl doesn’t have batiste she has to try and sort it out somehow but ends
up looking worse. You will be able to see both scenarios as the screen will
be split.
Problems with this idea:
The advert will be a bit vague
Could be difficult to have the split screen and time consuming to do it.

14. Final Idea
My idea for the advert is to do like a spoof on the classic Cinderella story but by giving it a
modern touch.
It will be have a young girl playing Cinderella who is forced to clean when one day hiding
behind all the dirt and cobwebs is a can of Batiste she immediately uses it and
everything transforms around and she is left with beautiful shiny hair. And the slogan
could be ‘Who said beautiful hair is only in fairytale's?'
Target audience for the advert:
Young girls and women as it will appeal to them with the whole idea of fairytales.
The idea of having a spoof will add humour and envy as after using Batiste you will look like
a princess.
Time: It will take approximately 2 to 3 days to film
Location and Actors: Preferably in school and use a empty classroom which I could use
props to create the right setting of an dirty room just like in Cinderella and I have
friends who have volunteered to take part in the advert already. I will just need on
female aged around 17-18.
Budget: Overall for the production and everything else needed to should be around £50 as
I will only need to get props.