From TikTok Viral Post to Limited-Edition Product: How Pantene Tapped into Alix Earle’s Influence

Pantene’s latest campaign, "Unexpired Pantene," showcases a masterclass in how brands can leverage organic influencer content to drive major engagement and sales. Born from a viral TikTok post by Alix Earle, the campaign highlights the power of timely responses to viral moments and the ability to turn a genuine social media interaction into a full-fledged marketing success.

The Viral Spark: Alix Earle’s Authentic TikTok Post

In December 2024, Alix Earle, a Miami-based influencer, posted a simple yet relatable TikTok video about the hair care brand Pantene. The video featured Earle raving about how an expired bottle of Pantene shampoo, found in her family’s shower, made her hair feel softer than ever.

It was a casual, unfiltered take that quickly resonated with her audience, garnering over 7 million views and 600,000 likes. The video tapped into the ongoing conversation about the effectiveness of drugstore hair products and the growing trend of users questioning the value of premium brands.

@alixearle

Seeing my hair that long & healthy makes me sick .. id do anything

♬ original sound - Alix Earle

The key takeaway here is how Earle’s organic, genuine endorsement was authentic enough to spark widespread discussions about Pantene’s affordability and effectiveness. This wasn’t a paid promotion—just an influencer sharing a relatable experience, which made the campaign feel authentic and trustworthy, crucial ingredients when marketing to modern, savvy consumers.

Pantene's Quick Reaction: Turning a Viral Moment into a Campaign

Rather than letting this viral moment pass by, Pantene acted swiftly to capitalize on the buzz generated by Earle’s TikTok post. Within weeks, the brand turned the conversation into a limited-edition product collection. Pantene worked closely with Earle to create the "Unexpired Pantene" collection, which was designed to mirror the nostalgic, yet elevated feeling associated with the viral TikTok post.

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Pantene used a 24-hour sweepstakes to drive urgency and exclusivity, further enhancing the product's appeal. The sweepstakes went live on April 30, 2025, coinciding with a strategic push to coincide with Ramadan’s high engagement period on social media. This move not only added an element of FOMO but also made the product feel special, almost like a collector’s item that fans had to act quickly to get their hands on.

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Influencers, UGC, and Cross-Platform Engagement: A Winning Combination

Pantene didn’t stop at just leveraging Earle’s influence. The brand tapped into the wider influencer community to amplify the campaign. Creators like Madison Harwell and Jaelyn Kay joined the effort by showcasing the limited-edition products and pushing additional user-generated content (UGC) that further promoted the collection. These creators were chosen strategically for their ability to resonate with Pantene's core audience, helping to reinforce the authenticity of the campaign.

@madison.harwell can’t wait to update after I try!! 🤍🤍 @Pantene Pro-V @Alix Earle #giftedbypantene #unexpiredpantene ♬ original sound - madison.harwell

The brand also took to billboards in Times Square and The Oculus in New York City to extend its reach. This blend of digital and traditional media helped elevate Pantene’s visibility and reinforced its presence in key consumer touchpoints, particularly during a high-traffic period.

Moreover, Pantene’s strategic use of TikTok and Instagram allowed it to tap into the platforms where its target demographic was most active. Real-time updates on these platforms kept the conversation going and sustained momentum throughout the campaign.

The Bigger Picture: Embracing the Drugstore Hair Care Renaissance

Pantene’s “Unexpired Pantene” campaign comes at a time when affordable hair care products are experiencing a resurgence in popularity, thanks in part to social media. Gen Z and millennials are increasingly seeking value without compromising on quality, making brands like Pantene a viable option against premium competitors.

Pantene has successfully positioned itself as a trusted and affordable brand that aligns with the desires of its audience.

This shift is evident in how Pantene has embraced affordability and authenticity in its marketing, providing products that not only deliver quality but also align with the social consciousness of today’s consumers. The campaign isn’t just about hair care; it’s about being part of a conversation that resonates with culturally aware and digitally native audiences.

The Power of Organic Moments and Strategic Partnerships

Pantene’s ability to take a viral, authentic TikTok post and turn it into a limited-edition product launch demonstrates the power of organic content in driving brand engagement. By collaborating with Alix Earle and tapping into the growing trend of affordable luxury, Pantene created a marketing campaign that was both relatable and aspirational.

For brands looking to engage with younger, digitally savvy consumers, Pantene’s success shows how leveraging real-time social media moments and influencer partnerships can generate a campaign that feels organic and genuine.

This type of strategic marketing approach isn’t just about promoting a product—it’s about being part of a larger cultural conversation that captures the hearts and attention of today’s consumers.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.