Dry shampoo brand Batiste has partnered with nonprofit Active Minds and will be hosting 'Refresh and Reflect' events on college campuses in time for Mental Health Awareness Month in May.
“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.
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