Pantene turned Alix Earle’s viral TikTok about expired shampoo into a full collab. In an unusual product rec, she shared her love for an expired bottle of Pantene found in her parent’s house on TikTok. And though they definitely wouldn’t be selling outdated products, the brand capitalized on the moment by teaming up with her for a limited-edition collection and a 24-hour online sweepstakes for their “Unexpired Pantene” campaign, even launching billboards in Times Square and The Oculus to boost the collab. Earle’s video also sparked organic posts from a variety of creators online, prompting the brand to flood their social channels with real-time updates on the sweepstakes offer, too. The collaboration taps into young people’s love for affordable beauty products and by leveraging Earle’s organic content, aims to build stronger connections with Gen Z consumers. (Marketing Dive)
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