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Batiste, with the signature of SPC, took Release Athens to new heights with a fun, highly participatory beauty experience and lively atmosphere.
SPC, on behalf of Sarantis Group, designed and executed Batiste’s presence at the Release Athens Music Festival x SNF Nostos on June 20th, 2023, featuring headliner Rosalia.
The objective was to amplify the brand’s fun character, generate buzz within a high-impact music environment, and maximize sampling among the most relevant target audience.
The activation aligned with Batiste’s growth strategy as the No.1 Dry Shampoo brand worldwide, with strong traction among women aged 18–35—a demographic with continuously increasing demand. The goals included consumer education, attracting new users, driving trial, and expanding brand awareness through organic social sharing.
Under the concept “Spread the Batiste Secret, Spread the Beat,” SPC created an impressive and minimal installation that quickly became a key attraction point. The setup featured a photo opportunity with a fairytale-inspired backdrop, gamified educational experiences through a dedicated app, branded giveaways, and a full Pop-Up Hair & Make-Up Studio. Professional hair stylists and make-up artists offered mini makeovers, demonstrated proper product usage, and showcased the Batiste range, while hostesses distributed thousands of samples.
The experience was further enhanced through continuous video projection across the festival screens and live content generated by influencers, achieving exceptionally strong digital reach.
The results confirmed the success of the activation, with a significant increase in organic engagement and views. Batiste stood out as one of the festival’s highlights, delivering a memorable and fully immersive brand experience to consumers.
