When influencer Alix Earle casually mentioned her favorite Pantene products in a TikTok video, it racked up millions of views and Pantene didn’t miss the moment.
The brand quickly turned the viral mention into a limited-edition Pantene x Alix Collection, bundling the same products she featured: shampoo, conditioner, and a leave-in spray. The packaging nods to her style, and the campaign taps directly into the creator-led commerce trend.
This wasn’t a paid partnership at first but Pantene’s real-time brand reflex turned organic buzz into a full-scale campaign, complete with retail rollout and social amplification.
The campaign showcases how brands can win big by listening, reacting fast, and co-creating with culture, especially when the endorsement feels authentic.
Key Takeaway:
From viral moment to retail shelf, Pantene’s response to Alix Earle’s shoutout is a masterclass in turning creator love into commerce.