Batiste
Girl Can Sweat
Social
For decades, women were told that sweating was unladylike — a sign of improper behavior or lost composure. Yet even as women redefine strength on their terms, beauty standards haven’t quite caught up. To launch Batiste’s new sweat activated dry shampoo we created a social campaign that reclaims the narrative around female sweat. Kickstarting a participatory movement that turns an outdated insult into a celebration positioning Batiste as the go-to product for active, unapologetic women.