Last week during a press conference and webcast, global skincare giant Olay unveiled their first ever North American celebrity brand ambassador—Carrie Underwood. Carrie joins a family of well-loved Olay brand ambassadors from all over the world; actress Thandie Newton in the United Kingdom, actress Maggie Cheung in Greater China, and singer and actress Lucero in Latin America. Olay is also sponsoring Carrie’s “Play On” tour which begins this month and will run through December.
Over on the brand’s Facebook page, there seems to be some discussion regarding the multi-award winning country artist being a good choice to represent a brand that was once associated with skincare products predominantly for more mature skin.
One Olay fan wrote:
<sigh> Carrie Underwood is a beautiful girl, but she needs Regenerist like I need a hole in my head. Why do you insist on using adolescents to sell me wrinkle cream? There ain’t no product that is going to make me look 18 again. Get real! There is nothing wrong with being middle aged!
Another Olay fan chimed in:
I think they are using a younger person to encourage the younger generation to start taking care of their skin now before its too late. It makes perfect sense to me.. but I do see your point
What do you think? My take is that Olay has evolved as a brand SO much over the years beyond their classic/iconic products, that it’s not just for one skin-type or age group anymore. It’s time to let a younger generation in on what was once a big secret; how important it is to take care of your skin at any age! I don’t think that Olay is suggesting that Carrie will represent products that aren’t appropriate to her age group, in fact—her part in their “Challenge What’s Possible” campaign won’t start until later this year. The accomplished 27 year-old won season four of American Idol, has five GRAMMY awards under her belt, three CMA’s for best female vocalist, along with several other prestigious awards. What’s one of Carrie’s Olay staples? The Olay Daily Facials Cleansing Cloths.
“I am so excited to be associated with a beauty brand that has been trusted by women for more than 50 years,” Carrie said. “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. My music career has been a dream come true and proven to me that the seemingly impossible can be achieved. Olay’s inspiring campaign echoes my beliefs.”