Batiste’s latest campaign supports mental health, well-being of Gen Z

Batiste is looking to help Gen Z take the time to focus on their mental health and well-being with a new campaign. 

The beauty brand recently committed to providing Gen Z with tangible and change-making resources throughout the year with several marketing initiatives, including experiential events on college campuses and partnering with mental health experts. 

DSN spoke to Stacey Ramstedt, vice president of marketing at Batiste, about the campaign and how it came to fruition, which stemmed from being able to provide consumers a refresh when needed. 

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“Batiste’s goal has always been to show up for consumers to provide a refresh when they need it most. The brand’s products make great hair easy to achieve in minutes—not hours—so consumers can skip the wash and keep their day moving—and this gives them the freedom and time to live their best life possible,” Ramstedt said.

To kick off this initiative, the brand launched a yearlong partnership with Active Minds, a nonprofit organization that provides mental health awareness and education for young adults.

“The 2022 Batiste Recess Tour and a few other sampling initiatives with college organizations over the last few years inspired us to launch our cause marketing efforts. While interacting with college students, we saw their engagement and excitement, which made us realize how valuable these moments can be supporting their mental wellbeing and inspired us to launch our first cause marketing campaign,” Ramstedt said. “We’re thrilled to be showing up this year for students in meaningful and tangible ways - which includes a year-long partnership with Active Minds, the nation’s leading nonprofit organization providing mental health awareness and education for young adults, as well as our upcoming Refresh & Reflect campus events and a partnership with mental health expert Dr. Courtney Tracy.”

Through a partnership with Dr. Courtney Tracy, LCSW, PsyD, also known as @the.truth.doctor, Batiste will create content that supports the platform using her knowledge and insights. She also will co-host a Q&A for UCLA students on May 2 at its Refresh & Reflect event alongside fitness influencer and instructor Katie Austin to discuss the impact that physical movement, meaningful connections, and stress management can have on the mental health of students—especially during the busy end to the school year. 

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Other events the brand will host throughout the rest of the year include “inviting students to spend time positively impacting their mental health during the brand’s Refresh & Reflect experiential events. The events will tour three college campuses, which will invite students to participate in on-campus group fitness classes and make meaningful connections with friends and peers,” Ramstedt said. 

With this campaign, Batiste looks to give students all the resources possible to provide a mental well-being boost that will allow them to refresh their mood, reflect on themselves and make meaningful connections with their friends and peers to positively impact their mental health.