Procter & Gamble's Pantene launched a limited-edition campaign called "Unexpired Pantene" in collaboration with social media influencer Alix Earle. The campaign, inspired by Earle's viral TikTok praising an expired Pantene bottle, includes a 24-hour sweepstakes and real-time social media updates. It aims to capitalize on the growing popularity of drugstore hair care products fueled by social media and the current economic climate. The initiative generated significant organic user-generated content and aims to promote Pantene's effectiveness, suggesting its quality is even better when not expired.
With its latest campaign, Pantene is attempting to cash in on what some are calling the "drugstore hair care renaissance," or the recent rise in popularity of drugstore hair products over their premium counterparts.
The movement is largely credited to social media - and perhaps the current state of the U.S. economy - adding an additional layer of relevancy to Pantene's tie-up with Earle, a creator with over 11 million followers across Instagram and TikTok combined.
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