With today's busy lifestyle, there's little time for women to wash their hair every day. As a result, dry shampoo products are growing in popularity.
Batiste Dry Shampoo is the market leader in the dry shampoo category with an 80% share. Even so, this only represented a 5% penetration of the total shampoo market - a drop in the ocean.
The company wanted to take the product to the masses, but first had to break down a number of barriers - low awareness, the uncertain acceptability of using dry shampoo, and lack of confidence in its quality. Most Batiste users had come into the brand as a result of word of mouth; once people tried it, they loved it and told their friends about it. We knew that it would be vital to get people using the product to see how great it was, give them confidence that other women were using it, and encourage them to tell their friends about it.
Our campaign line 'Try it Dry - join the 2.5 million women who already have' delivered a clarion call to action, giving potential users the confidence to try it for themselves. The experiential activity used a salon style stand to build the brand's hair care credentials, with samples and product demonstrations to show the target audience how quick and easy Batiste Dry Shampoo is to use, and the great results they could get. Those who had their photo taken on our stand could enter into a draw to feature in a Batiste ad and win one of two unique Batiste-branded Vespas.
Sales of Batiste Dry Shampoo rose by 24.2% YOY in 2012 against a target of 15%
Market penetration of the product increased from 5.7% to 6.8%
The profit generated for every pound spent on the campaign was £1.51
'The expectations for the 2012 campaign were high. Batiste had recently been acquired by new owners, Church & Dwight, and it was important to deliver high levels of growth and bring new consumers to the brand. It was clear that smp had a big job to do. And they didn't disappoint. Their activity played a crucial role in helping us achieve our highest ever brand share. We're absolutely delighted with the results.' Jo Marshall, Marketing Manager, Batiste Dry Shampoo