The Lipstick effect; the notion that a recession will bring with it an uptick in sales of lipsticks as consumers look for a little treat in a tough time is a long-established trend. As hairdressers re-open and we emerge from lockdown the haircare market may well develop its own bounce-back myth; the ‘Dry Shampoo’ effect.

Dry shampoo was the lockdown hair hero for consumers who may have found themselves sporting the same ponytail and/or messy bun for weeks at a time. In fact rewind to the start of lockdown and personal grooming took a backseat; with Unilever revealing a slump in sales of shampoo and deodorant as people took a pause on washing their hair. In contrast research from Technavio predicted 9% growth for the global dry shampoo marketing during 2020 to 2024. 

Whether consumers are seeking to extend the periods between washing their hair, or seek out more waterless solutions to personal grooming Dry Shampoo is here to stay, whether working from home or working out. A new campaign from The Corner for Batiste underlines the universality of the product's appeal. 

The campaign features a range of women and a diverse range of hair types all turning to the brand for an instant hair refresh; whether waking up or working out.

The light touch spot, shot by Chloé Wallace across London, is a perfect reminder that haircare doesn’t need to be complicated; nor does it need to hold women back, stop them from exercising,  or eat up their time with elaborate rituals and the seemingly endless quest for an overtly perfect style.

The down to earth campaign forms part of a global rebrand of the company which has encompassed marketing and packaging. The rebrand aims to make the Batiste part of modern everyday beauty routines.

The Corner were appointed Batiste’s agency of record in 2019 after a competitive pitch to handle all of their creative campaigns.