BATISTE - existing bottles

Above are the current Batiste graphic identities, which have just been rebranded not so long ago. Batiste now have an extremely wide range of scents, as well as recently bringing out products specifically for different hair colours and also to create volume and shimmer.

The bottles come in three different sizes, 50ml, 200ml and 400ml, with the pattern working across each format. The bottles are visually always bright and colourful, in order to create shelf appeal and attract customers. I feel that the patterns definitely attract a younger audience because of this, however, Batiste claims within the brief that they cater for a large age range. As mentioned previously, I feel that they could target an older generation by reconsidering some of their tag lines. For instance, they should steer clear from words such as 'sassy' and 'sexy'. However, saying this, they must make sure that they have a variety of products, in order to appeal to as many people possible.

Personally, I feel that some of the patterns are quite obscene. In particular, the colours of the original scented bottle look extremely dated. Despite this, blush, boho and the paisley scents, which is not scene above, all appeal to me and are the scents that I would usually go for when purchasing the product for myself. Sometimes, however, I may find myself picking a bottle more because of the scent as opposed to the design.

On the official Batiste website, they allow you to view all of the products. These pages give you a brief bit of information about each product, as well as redirecting you to their social networking pages. The website works really well in terms of selling the product, and reflecting their identities through use of pattern and type. 

An example of the descriptions given for the products can be seen below.

"Feel full of confidence as a few sprays of Paisley’s floral and fruity formula revitalises your locks and keeps them looking at their best. Inspired by the catwalk trend with a hint of hippy chic, it’s a great accessory for the fashion forward crowd."

Other features on the website include how to use the product, the Batiste personal blog, awards and reviews, where to buy, and also a page title 'get the look'. The 'get the look' page features a number of different videos that shows you how to style your hair using Batiste. As Batiste not only eliminates greasy hair, but also creates volume and grip, it can be used to create a number of different hairstyles. This is a handy little feature as it displays that Batiste has more than one purpose.