After TikTok's most influential influencer, Alix Earle, discovered that unexpired Pantene from her parents' bathroom outperformed her luxury products, the brand went viral. In response, Grey New York and Pantene partnered with Earle for a bold, 24-hour, social-first product drop: the Unexpired Pantene Collection. This campaign cleverly highlighted Pantene's product superiority and accessibility through playful, creator-led storytelling, capturing a fresh audience and encouraging product trial.