Supplier News Breaks Archives
Olay names Carrie Underwood as new ambassador
September 9th, 2010
CINCINNATI – Procter & Gamble skin care brand Olay has made singer-songwriter Carrie Underwood its first-ever celebrity ambassador for North America.
P&G said Wednesday that the 27-year-old Underwood, a five-time Grammy Award winner, amplifies a positive message for a new generation of women "to challenge their skin’s possibilities" with the latest advances in skin care from Olay as part of the brand’s Challenge What's Possible campaign.
In her new role with Olay, Carrie will also represent a line of skin care products for the brand, with the campaign scheduled to kick off later this year.
"We are thrilled that someone as inspirational as Carrie has joined Olay," stated Joe Arcuri, vice president for North America for Procter & Gamble Beauty. "Carrie epitomizes Olay's mission to challenge possibilities and encourage a new generation of women to learn about skin care and make a noticeable impact on their skin’s appearance."
Added Olay marketing director Chris Heiert, "With her genuine beauty and girl-next-door likeability, Carrie is a natural fit and a wonderful addition to the Olay family. Through all her success, Carrie remains grounded and connects with women everywhere using her powerful voice. She personifies the iconic image of the brand while representing the faces of the future."
Olay is a sponsor of Underwood's Play On Tour this fall, which has shows in cities throughout the United States and Canada from September to December.
"I am so excited to be associated with a beauty brand that has been trusted by women for more than 50 years," Carrie commented. "As a little girl I remember my mom always using the original Olay Beauty Fluid and encouraging my sisters and I to take care of our skin. I love that Olay has managed to change with the times, yet stay in touch with women of all ages who want affordable skin care products that do what they promise."
Underwood joins a celebrated list of well-known Olay brand ambassadors around the world, including actress Maggie Cheung in China, singer and actress Lucero in Latin America and actress Thandie Newton in the United Kingdom.