Batiste Dry Shampoo Presentation My final ideas on how to advertise Batiste Dry Shampoo

By Serena Kaur

Product History• Batiste is a personal hair care brand which was

founded in 1975 by Schwarzkopf as part of a larger hair care range.

But then in 2001 Church and Dwight brought Batiste and Batiste was re launched with a new design and the beginning on their trade mark colours.

Batiste offer a large range of dry shampoos that are perfect for every hair type or colour. Batiste Dry Shampoo is available in:OriginalTropicalBlushDiva BohoShimmer GoldShimmer SilverNudeBatiste Tones, Light Medium & Dark depending on your hair colour

Product History

Target AudienceBatiste is aimed at young teenage girls and women with busy lives who don't have time wastheir hair so they use Batiste in between washes. Batiste is also aimed at people who go to festivals and don’t have facilities for them to wash

their hair so dry shampoo is ideal.Batiste is popular with men that's why Fresh was introduced in 2010 to cater for anyone's needs

as sales of dry shampoo have increased by 37 per cent since this time last year, with one in five of the products purchased by men.

Campaign and Market Research

Batiste’s on going campaign is ‘Try it dry’ which is biggest-ever integrated marketing campaign across the UK costing £1.5 million.

Batiste Original Dry Shampoo is in the beauty market as it focuses on looking after the hair and scalp.

There are already 2.5 million* people who love using Batiste Dry shampoo which is the UK's favourite.

(*Kantar data 52 w/e March 2012)

Competitor Research

Tresemme Fresh Start Dry ShampooFresh Start uses technology that is similar to other dry shampoos: it’s a powder

based aerosol spray. But while most competitors use either one or two powders (usually rice starch or Aluminium Starch Octenylsuccinate), Tresemme’s formula contains three or four, depending on the levels they’re using. Theoretically, this blend of powders could do a better job of absorbing oil which makes sense from a hair cleansing perspective.

Cost: £4.79

SWOT Analysis Strengths: Brand Loyalty as it is a trusted brandFits into daily routine of hair care, women regard hair care as essentialThe product can last 24 hours and instantly refreshes your hair between washesBatiste Dry Shampoo is a starch based powder product with an innovative ‘no

water needed formula’ which banishes oily roots

Weakness: Other competitors have similar products but at cheaper prices so it may attract

those who prefer cheaper products Own store brandsMaybe expensive for others so they buy the cheaper priced on from a cheaper

brand

Primary Research• A secret testing between 4

girls aged between 17 and 19 who tried Batiste and Tresemme dry shampoos but they did not know which was which.

• After testing them 3 out of 4 agreed Batiste is better as it doesn't feel heavy and makes the hair feel fresher.

• They said Tresemme doesn't seem to have no affect on the hair and makes it feel even more greasy than before which could be due to the large amount powders used in the product.

• So 3 out of 4 said Batiste is the best Dry Shampoo out of the two.

Girl 1 Girl 2 Girl 3 Girl 4

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TresemmeBatiste

SWOT Analysis Continued

Opportunities:Make the product into travel sizes so it can used wherever not only at home, Price promotions on the product like buy one get one free Gift sets to give to people for gifts and presents

Threats:

Launch of other brands with similar products, Consumer allergiesOwn store brands like Asda’s own brand dry shampoo copying the concept of different

dry shampoos to suit peoples hair colour

Batiste Past Adverts• Batiste launched its first ever TV

advertising campaign for the 30 year old brand on the 15th October 2012.

• It shows a woman waking up and getting ready for work, tackling a series of disasters from spilling water on her mobile phone when she tries to turn off the alarm, to her curtain rail nearly falling on her head as she tries to open the curtains.

• As she doesn’t have enough time to wash her hair, the woman uses the product to revitalise it, and leaves her flat smiling.

Advertising Plan• The main persuasive strategies are:• Pride • Envy • Humour

ASA Rules and Regulations/CAP

Marketers must not encourage consumers to use a product to excess and must hold proof before suggesting their product or therapy is guaranteed to work, absolutely safe or without side-effects.

Marketers must be able to provide scientific evidence, if relevant consisting of trials conducted on people, for any claim that their product or therapy can prevent baldness or slow it down, arrest or reverse hair loss, stimulate or improve hair growth, nourish hair roots, strengthen the hair or improve its health as distinct from its appearance.

Initial Ideas- ‘Monday Madness’ and ‘2 girls only 1 can’

1st idea: A young women wakes up late realising that she is late for a job interview so she rushes to get ready and causes havoc . She uses Batiste and her hair is transformed looking beautiful and she wows the interviewers with her hair and gets the job.

Problems with this idea:It will be too similar to the real advert so it will look like I'm coping it.It maybe time consuming to film all the different parts and move around to the

different locations as it will not just be set in one setting. 2nd idea: There are 2 girls who are late for school and they greasy hair but only one

has Batiste so she uses and she is ready to go while the other girl doesn’t have batiste she has to try and sort it out somehow but ends up looking worse. You will be able to see both scenarios as the screen will be split.

Problems with this idea:The advert will be a bit vagueCould be difficult to have the split screen and time consuming to do it.

Final Idea

My idea for the advert is to do like a spoof on the classic Cinderella story but by giving it a modern touch.

It will be have a young girl playing Cinderella who is forced to clean when one day hiding behind all the dirt and cobwebs is a can of Batiste she immediately uses it and everything transforms around and she is left with beautiful shiny hair. And the slogan could be ‘Who said beautiful hair is only in fairytale's?'

Target audience for the advert:Young girls and women as it will appeal to them with the whole idea of fairytales. The idea of having a spoof will add humour and envy as after using Batiste you will look like

a princess.Time: It will take approximately 2 to 3 days to film Location and Actors: Preferably in school and use a empty classroom which I could use

props to create the right setting of an dirty room just like in Cinderella and I have friends who have volunteered to take part in the advert already. I will just need on female aged around 17-18.

Budget: Overall for the production and everything else needed to should be around £50 as I will only need to get props.