The dry shampoo market continues to grow from strength to strength.
Mordor Intelligence predicts that the global dry shampoo market is forecasted to witness a CAGR of 6.5% during the period between 2020 and 2025, while Technavio suggest the dry shampoo will progressing at a more favourable CAGR of almost 9% during 2020-2024.
Mordor Intelligence cites the market is mainly driven by the basic feature of the product, which is the absorption of excess oil and grease and provides a shiny look, but also the rising consumer preference for waterless products around the world.
According to the brand, 80 per cent of Aussie women use dry shampoo to refresh their hair every and Batiste sells 2.7 cans of dry shampoo every second globally.
Batiste recently unveiled its new, distinctive and Instagrammable designs alongside a formula enhancement of longer lasting fragrance.
Batiste Brand Manager Helen Feeney said it was the third rebrand for Batiste since Church & Dwight acquired the brand in 2011.
“We’re very pleased to reveal a new visual identity for Batiste,” she said.
“The new look for our dry shampoo range is at the forefront of a repositioning for the brand. We are the in-between hair wash experts. We’re focused on creating convenient in-between wash solutions for fabulous looking and feeling hair.”
The rebooted product design aims to make it easier for consumers to navigate between products and to find it on shelf.
The dry shampoo comes with a highlighted ‘how to’ on pack.
Batiste Ambassador and Director at Fuchs Hair, Alex Fuchs, said the dry shampoo was a “must-have” in every hair stylist’s kit.
“Batiste dry shampoo leaves hair fresh, textured and volumised without stickiness, residue, drying or damage to the hair or scalp,” he said.
The new-look products will start to phase into retailers from October.