Batiste is breaking into the scalp care market with its new Sensitive Scalp Gentle Dry Shampoo range.
The lightweight products – available in Fragrance Free and Lightly Scented – are formulated and dermatologically tested for those with sensitive scalps.
Lightly Scented is also infused with aloe vera to further soothe sensitised skin.
Creating a range to promote scalp health was a natural move for the Church & Dwight-owned hair care brand, with 22% of UK consumers avoiding dry shampoo due to concerns about potential scalp irritation or damage, it reported.
“People are increasingly looking at hair care through a ‘skinification’ lens, meaning they see the scalp as an extension of their skin and want to give their scalp the same care as their face or body,” Rossana Doldi, Marketing Director at Church & Dwight, told Cosmetics Business.
“With 71% of consumers claiming to have