Jen Affleck holds a can of Batiste dry shampoo and looks into the camera. She does not apologize for her greasy hair. This brand deal went from Pousma’s post to a signed contract in four days, from signing to a Los Angeles shoot in one more — and the five-day turnaround is the most interesting thing about it.

On March 16, creator Rebecca Pousma posted a TikTok arguing that The Secret Lives of Mormon Wives needed a dry shampoo collab. Pousma, who has 46,000 followers, pointed out that Affleck’s hair had been a running topic in comment sections for years. The video drew 3 million views and 212,000 likes. The next morning, Batiste’s social team dropped a comment: “Sending this to my boss rn.” That line pulled almost 30,000 likes in 24 hours.

On the same Tuesday, Batiste contacted Affleck’s management. Remy Klein, AVP at Church & Dwight (Batiste’s parent company), told Glossy that the brand had a signed contract by Thursday afternoon. A crew was filming in Los Angeles by Friday morning. The campaign launched March 26 with Affleck addressing her critics on camera. It has since collected 10.6 million views on TikTok, running across Meta and Reddit as well.

Five business days from Pousma’s post to a finished campaign.

Standard influencer campaigns run for weeks from initial planning to post-launch analysis, longer still once legal review, brand-safety checks, and cross-functional sign-offs accumulate. That gap has nothing to do with due diligence. Unaudited approval layers fill it, sheltered by a calendar that was always generous enough to absorb the delay.

The reflex is to call this unprecedented, but it has a predecessor. In 1994, Gianni Versace lent Elizabeth Hurley the safety-pin dress for the Four Weddings and a Funeral premiere — the story holds that no other house would dress her — and woke up to global front pages the next morning. It was fast: a fitting, a yes, a camera. Batiste needed one comment, one contract, and one shoot day — but the mechanism is identical: a brand that could say yes before the moment expired.

Klein told Glossy that the goal is to “show up more like an indie brand.” Like is the word carrying weight in that sentence. Church & Dwight is a publicly traded conglomerate that puts 82 percent of its marketing budget into digital channels. Somewhere in that organization, a social-media team holds the authority to sign a contract and book a film crew without waiting for committee review — and ten million views suggest the delegation was well placed.

Most beauty brands file virality away for the next quarterly deck. Batiste booked a film crew. Every week beyond that is a week the algorithm has already moved on.