Batiste Dry Shampoo Reformulates for Longer-Lasting Fragrance

Batiste has rolled out an upgraded formula that provides longer-lasting fragrance. The brand, which is owned by Church & Dwight, has also added keratin to the spray to support hair health. 
 
“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,” said Stacey Ramstedt, VP of marketing for Batiste. “As a hair care staple for so many loyal brand fans, we are excited to help them discover their signature scent.”
 

To celebrate the updated formulation—which also includes a new package design— the brand has hit the road in a classic ice cream truck for the Batiste Scents of Summer Tour.  The mobile tour will bring a personalized, fragrance-filled experience to select beach towns, city streets and bustling boardwalks across the United States, giving consumers an instant hair refresh and a popsicle.
 
The brand’s first stop was Belmar, NJ and Domino Park, Brooklyn, where it gave out 1,000 full-size dry shampoo samples along with matching popsicles. The brand will continue with additional tour stops this summer in Nashville, Chicago and  Los Angeles.