Pantene and Kelsea Ballerini Unveil “Fixins for Country Fried Hair”: A Bold New Campaign for Summer Hair Repair

CINCINNATI--(BUSINESS WIRE)--Pantene is turning up the heat on summer hair care with its exciting new campaign, “Fixins for Country Fried Hair,” featuring country music powerhouse and Pantene Healthy Hair Ambassador Kelsea Ballerini. This campaign serves as a heartfelt tribute to the bumpin’, teasin’, bleachin’, and heat styling that many love to indulge in, showcasing the Pantene “Fixins” for every hair type.

With summer heat and lots of experimenting with high impact looks, it’s no surprise that hair can take a beating...leaving it feeling a little Country Fried. Damage such as split ends, dryness, and frizz can pose real challenges—impacting 80% of women. That’s why Pantene is dedicated to providing affordable damage repair solutions, ensuring everyone can achieve the healthy hair they deserve without the hefty $90 price tag.

“Fixins for Country Fried Hair” combines retro diner aesthetics with a playful hair care “menu” that caters to all your hair needs. At the heart of this campaign is Pantene’s latest Damage Repair Collection, enriched with Pro-Vitamins and a nourishing oil blend designed to replenish lost nutrients and restore vibrant, healthier-looking hair. Fans can look forward to engaging with this dynamic campaign across digital platforms, social media, and live events, including a traveling Pantene Diner experience.

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

Recognizing that extremely damaged hair can lose up to 78% of its inner oils, Pantene’s Damage Repair Collection stands as the ultimate solution. Featuring the Miracle Rescue Regenerative Hair Oil, this vitamin-rich, silicone-free formula works from the inside out to reverse damage, delivering 72-hour frizz control, instant shine, and more.

“Fixins for Country Fried Hair beautifully blends Southern flair with Pantene’s rich heritage of serving hair repair since 1945,” said Robert Reiss, Vice President of Pantene North America. “With big, bold country hair taking center stage, we’re excited to launch this campaign alongside Kelsea, celebrating her roots while offering products that empower everyone to achieve stunning looks while keeping their hair strong and healthy. This initiative highlights our commitment to authenticity and the real hair stories within our community.”

In the coming months, Pantene will be on the road with the Pantene Fixins Truck, touring cities nationwide to offer complimentary samples, expert styling tips, and endless photo opportunities in a unique “diner on wheels” experience. Upcoming stops include Kelsea’s hometown of Knoxville, the Texas State Fair, and Red River Rivalry weekend - with more to come!

For the latest updates, visit Pantene.com or follow @Pantene on Instagram and track #PanteneFixins for tour details and behind-the-scenes content with Kelsea.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About Kelsea Ballerini

With a revelatory album, an arena-headlining tour, and a 2025 nomination for the CMA Awards' top honor of Entertainer of the Year, Kelsea Ballerini is having a moment. A beloved artist known for sparkling live performances, the country hitmaker has had a remarkable decade-long run since arriving on the Nashville scene. With her 2015 debut album, The First Time, she became the only female country artist to hit #1 with the first three consecutive singles from a debut album. Kelsea Ballerini's critically acclaimed studio album PATTERNS debuted in the fall of 2024 and earned her the No. 1 spot on Billboard’s Country Albums Chart and #4 on Billboard’s Top 200 Albums. The album found Ballerini purposefully surrounding herself with women, along with producer Alysa Vanderheym, and collaborators Jessie Jo Dillon, Karen Fairchild, and Hillary Lindsey. On the album she enlisted "Best New Artist" GRAMMY nominee Noah Kahan to appear on the tender and beautifully crafted RIAA certified-Gold, CMA Awards-nominated “Musical Event of the Year” and GRAMMY-nominated "Best Country Duo/Group Performance" - single “Cowboys Cry Too.” In addition to her new music, Ballerini currently serves as the face of COVERGIRL and Pantene and most recently served as Coach on Season 27 of NBC’s The Voice.