Olay is returning to its middle-American roots with the choice for its first North American celebrity deal: Carrie Underwood.
The Procter & Gamble-owned brand said during a press conference at Rockefeller Center’s Top of the Rock Wednesday morning that the country music star would appear in an ad campaign breaking in November. The TV, print, digital and in-store effort is to center around cleansing and moisturizing, and is meant to target a younger woman who is past her teens but not yet ready for antiaging products, according to executives.
Also as part of the two-year deal, Underwood will be the face of new Olay products slated to be launched over the course of next year.
“It’s been over a decade I’ve been using some product from Olay,” Underwood, 27, told the gathering at the venue’s 620 Loft & Garden. “Olay is something that women trust. I now get to play more than I ever thought I’d get to play. I get to go try out everything.”
It is the singer’s first beauty deal, P&G executives pointed out.
Typically, such contracts call for a celebrity to receive $1 million per year, and industry sources speculated this deal is on par with that structure.
Chris Heiert, marketing director for Olay, mentioned why Underwood was chosen. “We launched a new campaign in July called ‘Challenge What’s Possible’ talking to the next generation of women who are not ready for antiaging but want great skin. They wanted a face they can relate to that matches the principles of Olay and there was one person who fit that bill,” he said.
Underwood said her two skin care “staples” are Complete All Day UV Moisturizer and Daily Facials cleansing cloths “because it’s hard to find eye makeup remover that doesn’t burn your eyes.” She added the cloths are good for getting rid of concert “gunk.”
Underwood joins a group of Olay global brand ambassadors that includes actress Maggie Cheung in Greater China, singer and actress Lucero in Latin America and actress Thandie Newton in the U.K.
The brand generates just more than $1.2 billion in North American retail sales volume.
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