How Batiste is leading the dry shampoo market

Church & Dwight talks through its strategy for becoming the market's best-selling brand

Ella Henderson was a Batiste ambassador in 2015

Church & Dwight’s Batiste has elevated its profile to become the number one dry shampoo brand in eight key markets. But just how has it retained its top spot? Marketing Director, Michael Benson, talks to Cosmetics Business about the brand's strategy...

How has the market for dry shampoo changed?
Years ago, research into women who used Batiste showed us something interesting a great number of women had a can at home in their bedroom or bathroom cupboard but they just weren’t using it very often. Dry shampoo was seen as a last resort for lazy days, long-haul travel or unable-to-wash scenarios such as music festivals. So it just wasn’t getting used very frequently.

We realised that consumers were missing a trick here. Bastiste can actually offer a lot more than that.

Since the 1970s, session stylists have kept Batiste in their bottom drawer as a kind of styling secret weapon for taming, de-frizzing, texturising, volumising and much more.

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