Batiste - World's #1 Dry Shampoo Officially Launches in the Middle East

Church & Dwight Co. Inc. Join Forces with AREEN Middle East to Make Iconic British Brand Batiste Available Across the Middle East

Dubai, UAE: 02 March, 2017:  Batiste^TM, World’s #1 dry shampoo brand, officially launched its product line across the Middle East yesterday, offering consumers the fastest and easiest way to great looking hair with minimal effort. Joining forces with AREEN Middle East - a blue chip master distributor of multinational brands in the Middle East - Batiste unveiled five variants of its dry shampoo fragrance range: Blush, Original, Oriental, Cherry and Floral; making its product line widely available to the consumers in the Middle East.

Led by Kuwaiti Celebrity Beauty Blogger, Fouz Al Fahad, the launch took place at Soh Art + Beauty in Galleria Mall, Dubai, where invited guests were given an opportunity to try the product and offered instant hair make overs.

A registered trademark of Church & Dwight Co. Inc., Batiste is currently one of the fastest growing shampoo brands in the UK & in the world. At the heart of all Batiste™ Dry Shampoos is an innovative starch based ‘no water needed’ formulation which helps absorbs dirt, grease and product build up when massaged through dry hair. Designed for a busy lifestyle, it helps refresh hair in 1 minute without water in three easy steps: spray into roots, massage into hair, and brush to style. The entire range is specially formulated to instantly fix and revitalize greasy, dull and lifeless hair; add volume to thin, fly-away hair and add texture and body to hair required for styling. 

Speaking about the brand, Fouz Al Fahad said: “Maintaining great looking hair can be a challenging mission because of our active lifestyles. Batiste has become an essential hair care product for me. I travel so frequently with little time to get ready or touch up my hair do, and when I need a quick fix, I can always count on Batiste to refresh and restyle my hair whenever, wherever. I truly believe that it can prove to be a life saver for women who are on the go with busy schedules.”

Currently available in more than 50 countries worldwide, Batiste™ Dry Shampoo is World’s #1 Dry Shampoo brand according to AC Nielsen 2016 and a winner of a number of titles worldwide such as: Winner of the CEW Beauty Awards, 2016 (UK), Voted best Beauty Buys By InStyle for 2016, 2015, and 2014 (UK), Winner of the Hair Awards 2015 (UK), Voted Product of the Year by the Consumer Survey at Product Innovation 2015 (UK), Winner of the Beauty Award by Women’s Health for 2014 (USA), and Winner at The Beauty Awards 2013 and 2014 by Popsugar (Australia) amongst many others.

Speaking about the brand’s plans in the Middle East, Mr. Shadi Khudr, and Regional Marketing Manager at AREEN Middle East said: “Batiste Dry Shampoo is an excellent addition to our product portfolio. We are confident that the brand will be received very well by this market as it instantly refreshes hair and is a perfect product to use between washes for instant gorgeous & fresh hair. In the coming months, we will be looking at making the fragrance line available to consumers as widely as possible. Additionally, we will be looking to bring more products from the other ranges offered by the Batiste brand”.

The Batiste Dry Shampoo range will be available in all major retail outlets such as Al Jishi Pharmacy, Carrefour, Panda & Boots across the UAE at approximately 9.9USD or equivalent in AED for a 200ml aerosol bottle.