By  on November 5, 2010

Olay is clamoring for younger women to be as enamored with its products as women 35 and over. So it is aiming to sweeten the appeal of its cleansing business — the foundation of good skin care, Olay executives said — by showcasing newly minted global ambassador Carrie Underwood in their advertisements.

“The partnership with Carrie Underwood is all about reaching women like her, ages 25 to 35, who are not currently using Olay now, or really any other skin care brand, because they think the products are very focused on antiaging. We believe this campaign will bring these women into the brand for the first time by giving them ‘uncomplicated skin care’ — simply a regimen of cleansing and daily facial moisturizer with UV,” said Joe Arcuri, vice president, North America Female Beauty, Procter & Gamble Co.

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