How Pantene Unexpired an “Expired” Shampoo with Alix Earle

When Alix Earle casually mentioned in a TikTok that she was still using a nearly expired bottle of Pantene shampoo, she wasn’t trying to start a trend. She was just being her usual unfiltered self. But that moment? Pantene listened and heard what had to be done.

They turned the viral post into a full-on product line-complete with a campaign called “Alix Made Me Buy It.” The packaging nods to her post, the messaging leans into the moment, and the strategy? A smart, social-first move that hits right where it matters: with digitally native audiences who value authenticity over polish.

-When Listening > Launching

What makes this campaign stand out is the tone. Pantene didn’t hijack a trend. They followed a story already resonating with millions and let the creator’s voice lead the way. It wasn’t a rebrand or a stunt-it was recognition.

That expired shampoo? Suddenly it became the blueprint for relevancy. Because Gen Z doesn’t care about manufactured perfection. They care about real recommendations, real people, and real-time reactions.

-A Brand Move That Feels Human

For a legacy brand, this could’ve been a one-off repost and a pat on the back. But Pantene saw more. They saw a cultural moment, and instead of inserting themselves awkwardly, they joined the conversation the right way-with speed, respect, and creativity.

-Final Thoughts:

Pantene’s response shows how brands can shift from marketing at audiences to building with them. Alix didn’t pitch a product-she shared a slice of her life. And that’s exactly what made it so powerful.

For PR teams: take notes. When a real moment sparks attention, don’t overthink it. Don’t wait. Don’t waste it. Because sometimes, the best campaigns start with a nearly expired bottle of shampoo.