Marketing's Latest 5/5/25
- AMA Marketing Team
- May 6
- 2 min read
Pantene turns Alix Earle’s viral TikTok post into collection, campaign
Pantene collaborated with influencer Alix Earle to launch a limited edition collection called “Unexpired Pantene,” inspired by her viral TikTok about using an expired bottle. The collection was offered through a 24-hour sweepstakes, with real-time updates shared on social media and billboards in Times Square and The Oculus. This campaign aligns with the growing popularity of drugstore hair care products on social media.
Maybelline's Largest AAPI Campaign Wants to Advance Beauty Inclusivity
In celebration of Asian American Pacific Islander (AAPI) Heritage Month, Maybelline New York is launching the “Face The Difference” campaign. This initiative aims to highlight the significance of AAPI representation within the beauty industry. The campaign is a collaboration with Bustle, a women’s magazine, and Gold House, a non-profit organization that advocates for the interests of AAPI individuals. It features over 40 AAPI leaders in fashion, beauty, and culture. The inspiration for this campaign comes from the concerning statistic that 1 in 3 Asian Pacific consumers report seeing very few, if any, diverse Asian Pacific individuals represented in advertising.
Brawny brings back the Brawny Man for brand refresh
Brawny, the paper towel brand from Georgia-Pacific, is looking to invoke nostalgia by reintroducing their iconic Brawny Man mascot. This marks the beginning of their rebranding efforts, which include two 30-second commercials and various social media videos that place the character in contemporary situations. Some examples include using internet slang, and creating "day in the life" videos. The campaign will be featured across television, digital platforms, and social media in support of a new three-ply paper towel product designed to compete with Bounty.
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