They will be giving away 300,000 samples and inviting consumers to have their picture taken to become part of a mosaic photo made up of some of the 2.5 million women who already use Batiste.
Shoppers will also have the chance to feature in a future Batiste magazine advertisement and win a branded Vespa scooter.
The tour is part of a wider £1.5m communications campaign being managed by SMP.
Matt Beech, account director at SMP, said: "Historically Batiste has grown through word of mouth and this has been extremely successful. In order to take this brand to the mass market we wanted to fuel the conversation, making it easy to become advocates and giving them something to talk about. The opportunity to be part of Batiste’s next magazine advertisement is a real talking point and the entry mechanic makes it so easy for people to spread the word to their friends."
The ‘Try it Dry’ tour will visit the Arndale Centre, Manchester from the 13 – 15 September; The Bullring, Birmingham from the 20 – 22 September and Westfield London Shopping Centre, Shepherds Bush from 27 – 29 September. Press and digital activities will run until the end of the year.
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