Batiste Experience Event Held: Dry Shampoo Evolves from Refreshment to "Hair Quality Update" for Rainy Season "Fringe Collapse & Oiliness" Countermeasures

Graphico Co., Ltd. (CEO: Michael Read), developer of the dry shampoo brand "Batiste," which has sold over 340 million units worldwide*1, will host an experience event for two weeks from Wednesday, June 10, 2026, to Tuesday, June 23, 2026, at @cosme STORE Lumine Yokohama.

The rainy season, with its high humidity and temperatures, is a time when hair concerns that affect appearance, such as oiliness from sebum and sweat, as well as collapsing bangs and unmanageable hair, tend to arise. Particularly among women in their 20s and 30s, there is a growing need to manage their hair condition throughout the day, including while out and about.

In this context, while dry shampoo is commonly used for refreshment purposes in Japan, it is also utilized overseas as an item to improve hair texture and styling.

This event will provide an opportunity to experience Batiste's proposed new way of using dry shampoo: an "Instant!*2 Hair Quality*3 Update." Furthermore, participants will have the chance to take commemorative photos, and those who purchase eligible products will receive an original trading card featuring Nagisa Saito.

*1 Cumulative total for the Batiste brand series from January 2022 to the end of March 2025. Based on internal research. Includes shipments of special editions and from the company's online shop. *2 Due to styling effects. *3 Refers to the texture of the hair surface.

*Images are for illustrative purposes.

Event Overview

- Event Period: Wednesday, June 10, 2026, to Tuesday, June 23, 2026

- Venue: Entrance space inside @cosme STORE Lumine Yokohama

- Address: Lumine Yokohama B2F, 2-16-1 Takashima, Nishi-ku, Yokohama-shi, Kanagawa 220-0011

- Business Hours: Weekdays / 10:00 AM - 9:00 PM, Weekends & Holidays / 10:00 AM - 8:30 PM

*Staff may be absent during certain hours on weekdays.

[Products Featured]

- Batiste Dry Shampoo Blush Blossom 90g

- Batiste Dry Shampoo Tangy Twist 90g

- Batiste Dry Shampoo Fragrance Free 90g

- Batiste Dry Shampoo Overnight 120g

- Batiste Dry Shampoo Volume 120g

Event Content

① Experience an "Instant*1 Hair Quality*2 Update" that transforms hair texture

Batiste Dry Shampoo is an item that not only removes oiliness but also instantly*1 adjusts hair texture, providing a smooth and manageable finish.

At this event, you can try testers to experience firsthand the "smooth and manageable finish beyond just oil removal" and the "change in the appearance of bangs and flyaways."

Experience the unique "hair quality update" feel of Batiste, where you can "feel the difference the moment you use it," at our store.

Our staff will be on-site to guide you through the experience and highlight key points to help you fully appreciate the "hair quality update."

*1 Due to styling effects. *2 Refers to the texture of the hair surface.

② "Commemorative Photo Experience" that makes you want to share

We have prepared a photo booth at the venue where you can take event-exclusive photos.

Try Batiste Dry Shampoo, update your hair to a smooth and sleek style, and capture a memorable photo!

*Image is for illustrative purposes.

③ Receive an original Nagisa Saito trading card

Customers who purchase one eligible product will receive one "Nagisa Saito Limited Original Trading Card" on a first-come, first-served basis. Be sure to check out the card featuring exclusive, unreleased behind-the-scenes photos. (Offer ends when supplies run out.)

A lottery campaign is also underway where you can win autographed photos with the winner's name, charm-attached combs, and more for a total of 30 winners by applying with your receipt.

For details, please visit the campaign website:

https://campaign.batiste.jp/sweet2026

*Images are for illustrative purposes. *Images are for illustrative purposes.

About Batiste

"Batiste" has been a dry shampoo brand since its inception in the UK in 1970, leading hair to its ideal state through its unique and superior technology. It has sold over 340 million units worldwide*1 and is loved in over 90 countries*2. In recent years, it has been sold in 1,300 stores of the "Olive Young" health and beauty store chain in beauty-conscious South Korea (as of March 2025). It is also available through online channels and convenience stores, making it a highly popular hair care item in Korea.

In Japan, in May 2025, a lineup developed to suit the hair types of Asians seeking manageability was launched, the fastest in the world. It can be used throughout the day, from before morning styling, on the go, to before bed, instantly*3 updating hair as if its quality*4 has changed. We propose a new value for dry shampoo beyond just "refreshment."

*1 Cumulative total for the Batiste brand series from January 2022 to the end of March 2025. Based on internal research. Includes shipments of special editions and from the company's online shop.

*2 As of April 2025 *3 Due to styling effects. *4 Refers to the texture of the hair surface.

[Brand Site] https://www.batiste.jp/

[Official X] @BatisteJapan

[Official Instagram] btst_jp

About Graphico Co., Ltd.

Graphico Co., Ltd.

A manufacturer that produces and sells, and imports and sells cosmetics, daily necessities, and health foods.

Established in 1996 as a design and planning company. Leveraging the know-how cultivated in product planning, promotion planning, package design, and advertising communication for major cosmetic and food manufacturers, the company launched its own products in 2004, transforming its business model into that of a manufacturer. Since then, it has introduced many hit products to the market, primarily for women. In 2024, it became a wholly-owned subsidiary of Church & Dwight Co. (listed on the New York Stock Exchange).

[Company Site] www.graphico.co.jp

Graphico Co., Ltd. TOC Osaki 16F, 1-6-1 Osaki, Shinagawa-ku, Tokyo

Keywords: