• by Fern Siegel , July 16, 2025

Pantene knows hair can take a beating from teasing, beaching and heat styling.

Enter Pantene's Damage Repair Collection, which introduces its products with pro-vitamins and a new campaign: ‘Fixins for Country Fried Hair, featuring country singer Kelsea Ballerini, its healthy hair ambassador. Her album "Patterns" debuted in fall 2024 and earned the No. 4 spot on Billboard's top 200 albums.

The creative, by Grey, is running across digital platforms, social media, out of home and live events, including a traveling Pantene Diner hair-care menu experience. 

"We wanted to move away from the traditional celebrity approach and find a surprising and talkable angle that genuinely aligns with Kelsea's journey, while demonstrating Pantene’s superiority in damage repair," Javier Bonilla, CCO P&G North America at Grey, told Agency Daily.

In the coming months, the Pantene Fixins Truck tours cities nationwide, including Knoxville, Ballerini's hometown, the Texas State Fair in Dallas and Red River Rivalry weekend. For updates, check @Pantene on Instagram or #PanteneFixins for destination details and behind-the-scenes content with Ballerini.

“I’ve put my hair through bleach, heat, color — you name it — and Pantene always brings it back,” said Ballerini. “Right now, I am loving the return of Southern-inspired style and glam. This campaign is all about having fun with your look, embracing your roots and giving your hair the Fixins’ that it deserves.”

Pantene is owned by Procter & Gamble.