Dry shampoo brand Batiste is going to college.
In honor of Mental Health Awareness Month in May, the brand will be hosting experiential “Refresh and Reflect” activations at UCLA, Texas A&M University and a third to-be-announced college, with the aim of supporting the emotional and social well-being of Gen Z.
To further its commitment to the cause, Batiste has pledged a $120,000 initial donation to mental health nonprofit Active Minds, and enlisted the help of licensed psychotherapist Courtney Tracy — who counts more than 1.8 million TikTok followers — for its inaugural Refresh and Reflect initiative.
“With the mental health of Gen Z becoming a growing concern in our country, we were inspired by Active Minds’ mission to open up that conversation with students during their most formative years,” said Stacey Ramstedt, vice president of marketing at Batiste.
The Refresh and Reflect kickoff event at UCLA will consist of a 45-minute fitness class, followed by Q&A session hosted by Tracy and a to-be-revealed fitness influencer, which will seek to address and support students through any burdens and unmet emotional needs they are grappling with. Students will also be encouraged to refresh their hair afterward using Batiste products at “Refresh and Reflect” mirror stations.
“Batiste has always sought to save consumers’ time so they can do more of what they love, and with this [initiative], we want to give them the tools and techniques to help themselves once they do set aside that time to focus on their well-being,” said Ramstedt, adding that this marks the dry shampoo brand’s first cause-driven marketing campaign to date, with potentially more to come.