GRAMMY-winning Superstar Signs First Beauty Contract, Inspires a New Generation of Women
Nashville, September 8, 2010 – Multi-platinum singer-songwriter Carrie Underwood is the new ambassador for Olay. The 27-year old, GRAMMY award-winning artist amplifies a positive message for a new generation of women to challenge their own 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. The campaign is scheduled to debut later this year.
“We are thrilled that someone as inspirational as Carrie has joined Olay, said Joe Arcuri, Vice President for North America, Procter & Gamble Beauty. “Carrie epitomizes Olay’s mission to challenge possibilities and encouraging a new generation of women to learn about skin care and make a noticeable impact on their skin’s appearance.”
“With her genuine beauty and girl-next-door likeability, Carrie is a natural fit and wonderful addition to the Olay family,” said Chris Heiert, Marketing Director, Olay.” Through all her success, Carrie remains a 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.”
“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 Oil of 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.”
With millions of fans worldwide, Underwood has achieved remarkable success since winning the fourth season of American Idol and releasing three critically-acclaimed albums since 2005. To date, she has sold more than 12 million albums and recently placed her 13th song at #1 on the charts. She is a five-time GRAMMY award winner, three-time Country Music Association and Academy of Country Music Female Vocalist winner, and the reigning two-time AMC Entertainer of the Year where she became the first female artist to win the prestigious award two years in a row. In 2008, she also became a member of the Grand Ole Opry.
Olay is also a proud sponsor of Carrie’s “Play On Tour” this fall with shows in cities throughout the U.S. and Canada from September to December 2010. The tour promotes her third chart-topping album of the same name. For up-to-date tour information, log on to www.carrieunderwood.fm.
Carrie Underwood joins a celebrated list of well-known Olay brand ambassadors around the world, including renowned actress Maggie Cheung in Greater China, revered singer and actress Lucero in Latin America, and acclaimed actress Thandie Newton in the United Kingdom.
Visit www.facebook.com/olay to view the internet broadcast of Carrie’s Olay press announcement or Olay to explore the brand’s extensive skin care products for women of all ages.
About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday. With 8 billion dollar brands and products available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.