Beauty / Social & Campaign
BatisteTo Be You Is Refreshing
Social copywriter on Batiste's classic dry shampoo and De-frizz lines, writing the seasonal social calendar, product storytelling across nearly 20 scents, and the cheeky, taboo-breaking content that made not washing your hair something to brag about.
Role
Social Copywriter
Client
Batiste
Discipline
Beauty / Social & Campaign
Make a utility product feel like a personality
Batiste leads the dry-shampoo category on variety, with almost 20 scents and benefits across its classic and De-frizz lines. The challenge was keeping one consistent voice across all of it while connecting each scent and style to real seasonal moments. The tone had to feel like your funniest friend doing your hair: cheeky, casual, and willing to say what everyone was already thinking about how long it had been since wash day.
Product storytelling across nearly 20 scents, each tied to a moment.
For hair that makes you go “whoa.”
The copy read like a sisterly best friend, light and colloquial, with the kind of cheeky honesty that made dry shampoo feel less like a shortcut and more like a lifestyle. We leaned into the taboo: how many days can you go? Influencers were already playing that game, and the brand voice met them there, breaking the embarrassment and turning it into a badge of honor.
To be YOU is refreshing.
An always-on content engine
A seasonal social calendar kept the feed fresh year-round, connecting scents and styles to real moments: music festivals, holidays, back-to-school, and the kind of everyday chaos that makes dry shampoo essential. Product drops, scent spotlights, and content that made a utility product feel like a personality.
~20 scents
one voice across the full classic and De-frizz range
Year-round
a seasonal social calendar from festivals to back-to-school
Taboo-breaking
turned not washing your hair into a badge of honor
Social copywriter
I wrote the seasonal social calendar across the classic dry shampoo and De-frizz lines, with the cheeky, best-friend voice carrying through product storytelling and the feed.
Next Project
Trojan: Ultra Summer Social Campaign→