Make it stand out.

The world’s No.1 dry haircare brand, Batiste is a category-definer with global reach. But as first-mover advantage gave way to a wave of challengers, the space became increasingly competitive. Batiste needed to evolve — shaping the brand for its next phase of international growth, clarifying range architecture, and creating space for new products with a refreshed look and feel.

Over 18 months, we conducted extensive primary research to build a deep understanding of the brand, category behaviour and culture. This informed a clear global strategy — aligning visual identity, packaging and brand architecture to ensure consistency and flexibility across markets.