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Dry shampoo brand Batiste rebrands for the third time since 2011 – Mumbrella

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Church & Dwight’s Batiste has rebranded for the third time since it was acquired in 2011 via Halo.

The announcement:
The world’s no. 1 dry shampoo brand Batiste, has revamped with a bold, modern design. Batiste champions the Australian dry shampoo category which is closing in on a milestone of $50M in annual retail sales.
This is the third rebrand for Batiste since it was acquired by health and beauty brand manufacturer Church & Dwight in 2011. The new look Batiste showcases the iconic tumble hair artwork recognisable in the core line-up, with foil etching woven into the Hint of Colour line.
Batiste’s new visual identity exhibits modern and “Instagrammable” designs with a distinct but familiar look for each of its much-loved variants.
“We remain the number one dry shampoo brand, however, we are focused on creating convenient, in-between wash solutions for fabulous looking and feeling hair,” said Helen Feeney, Group Brand Manager.
Batiste has always been the stylists’ not so secret weapon and the catwalk’s hero. Whether it’s bringing iconic styles to life in the salon, transforming looks for the catwalk or given consumers a few more minutes in the morning, Batiste has been cleansing, invigorating, refreshing and volumising hair since the 70’s.
“Batiste is your BFF. Batiste is bold, confident and carefree. We believe the new look captures the spirit of Batiste, remains true to its heritage whilst modernising the brand. The revamped designs are complemented by longer lasting freshness, improved brand blocking, a stronger messaging hierarchy and a number one brand call out. Our back of pack features a 4-step “how to” which is consistently delivered across all communications,” added Helen.
Batiste has also revealed that 40% of Australian women surveyed have used dry shampoo in the past year with 43% purchasing dry shampoo bi-monthly or more often.
“We are pleased to offer consumers the broadest range in the category. The Batiste line-up includes dry shampoo across Fragrance, Hint of Colour and Hair Benefits ranges and pack sizes of 50ml, 200ml and 350ml. So whatever the hair type or the occasion, we’ve got our Batiste babes covered!” said Helen.
Batiste is available at leading retailers such as Coles, Woolworths, Chemist Warehouse and Priceline. Australian customers will begin to see the new Batiste on shelves from October 2021.
Source: Neon Black media release
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