Beattie McGuinness Bungay LLP (BMB)’s new campaign for Batiste’s new 2in1 Invisible Dry Shampoo & Conditioner encourages women to grab life by the hair and style with confidence.
The ad features a diverse range of hair types demonstrating how the new 2in1 product works beautifully on any hair, as well as being particularly effective on the dry, damaged or textured hair that most other dry shampoos don’t cater to, while fitting effortlessly into all of these women’s different lifestyles.
Along with the ad, the campaign will feature three ‘how to’ videos that will live online and on Batiste’s social channels, showing viewers how to style their hair using the Invisible Dry Shampoo & Conditioner
DIVERGE talked to the team at BMB to find out more:
Where did the idea for this come from?
It came from our brand platform for Batiste, Yes You Can, but in particular the feeling that this product gives you once you apply it on your hair. It makes it so silky smooth, fresh and gorgeous, we imagined that you couldn’t help but get up close and personal – whether friends/family/significant others – you and everyone else won’t be able to stop touching your hair.
Who is the team behind it?
Harry Boothman and Jenny Piggott
Why is it significant?
It’s significant because it marks a beautiful, fashion-forward step on for Batiste, it’s an evolution of their current brand platform and it’s also a fab product so we were thrilled to be able to tell the world about it.
What kind of response have you gotten from this?
It’s very early days but people are loving the look and the tone of this campaign
Do you plan to do any additional work around it?
In addition to cinema activity, we have tube cards currently rolling out across TFL, a big push on VOD in March, and ongoing social and digital support.
How important is diversity to your agency?
Very important – we specifically cast this advert with a range of girls and hair types, to show that this product is for everyone and all hair types.
