04.17.23
For years, hair care brand Batiste has made great hair easy to achieve in minutes, so consumers are free to spend their energy on themselves and what they love to do.
Today, the dry shampoo brand is launching a cause marketing platform that will support Gen Z in taking the time to focus on themselves to foster, support and improve their mental health and well-being. The ongoing commitment will take shape through multi-faceted cause marketing initiatives – from partnering with various experts in the mental health space to experiential events on college campuses in the spring – and will provide Gen Z with tangible and change-making resources throughout the year.
Active Minds Partnership
To kick off the brand's initiatives, Batiste launched a year-long partnership with Active Minds, the nation's leading nonprofit organization providing mental health awareness and education for young adults. Through a $120,000 donation to the nonprofit, the Batiste brand's support will help Active Minds grow its Student Ambassador network by over 50% over the next two years, amplifying Active Minds' Chapter presence at colleges across the country.
"At Batiste, our goal has always been to show up for consumers when they need it most, and we're extending our efforts beyond haircare to ensure students get the support they need to be successful in their daily lives," said Stacey Ramstedt, vice president of marketing for the Batiste brand. "We're honored to partner with Active Minds in its mission to encourage action and improve the mental health and well-being of an inspiring generation during such formative years."
In addition to growing the organization's student ambassador networks and chapter presence across the country, the Batiste brand's investment will improve access to mental health resources on college and university campuses by enabling Active Minds to amplify student networks on campuses, financially establish and support new chapters across the country, and provide educational scholarships that aid in student ambassador trainings. The Batiste brand and Active Minds will also work together to highlight creative content across social media, as well as distribute over 2,000 community kits to students, providing even more education and resources in support of their mental health.
"Sixty-seven percent of young adults tell a friend that they are struggling before telling anyone else. That's why it's so important that young adults know how to best support and help themselves and their peers if and when a mental health crisis moment happens and where to go for help," said Markie Pasternak, Active Minds senior manager of Higher Education. "Our proven programs, rooted in our peer-to-peer model, give young adults the tools needed to know how to help a friend navigate mental health challenges when they occur. I'm grateful for our partnership with Batiste as it will help us expand our life-saving programming to even more young adults."
Breaking Down Barriers with The Truth Doctor
As part of the cause marketing platform, the Batiste brand is also launching a partnership with Dr. Courtney Tracy, LCSW, PsyD — also known as @the.truth.doctor with over 1.8 million followers on TikTok — who will serve as the brand's mental health expert. Based in Los Angeles, Dr. Tracy is a licensed psychotherapist, clinical entrepreneur, speaker and creator whose expertise focuses on the mental health advocacy of Gen Z and millennials. Dr. Tracy will support the brand's cause platform by sharing her vast knowledge and insights, as she supports Gen Z on a daily basis through her practice and social media following.
"For years, I have dedicated my career and platform to the betterment of Gen Z's mental health, and I'm honored to work alongside the Batiste brand to advocate for a cause that I am so passionate about," said Dr. Courtney Tracy, LCSW, PsyD. "As a longtime fan of Batiste products, this partnership feels like the perfect fit as I continue to further my mission of breaking down barriers and encouraging Gen Z to take the time to prioritize their mental health."
These partnerships and investments are just the beginning of the Batiste brand's investment to enhance the lives of Gen Z and college students across the US. This year, the brand will continue to launch initiatives that shine a light on the lasting, positive impact that peer-to-peer connection has on mental health, and work to cultivate and grow Active Mind's chapter networks on college campuses.