THE WHAT? Batiste is promoting a new, improved formula and refreshed packaging design via a mobile tour in an ice cream truck across the US this summer.
THE DETAILS The dry shampoo brand now promises longer-lasting fragrance and contains keratin to support hair health.
The Scents of Summer Tour kicked off in New Jersey and Brooklyn in June and will take in Nashville, Chicago and Los Angeles over the course of this month, encouraging consumers to test and choose from the brand’s four scents. Visitor to the ice cream truck will receive a full-size sample of the dry shampoo as well as a popsicle designed to complement their chosen scent.
THE WHY? Stacey Ramstedt, VP of Marketing, commented, “As we continue to evolve the Batiste brand to meet consumers’ in-between wash needs, we’ve upgraded our 20 product offerings to longer-lasting fragrances just in time for the long days of summer. As a hair care staple for so many loyal brand fans, we are excited to help them discover their signature scent.”