Olay has named Grammy-winning singer and actress Kelly Rowland as its latest brand ambassador, bringing the global star into the skincare brand’s campaign for its Olay Super Collection.
The partnership places Rowland at the centre of Olay’s latest marketing effort, with her demanding lifestyle providing the backdrop for a campaign focused on skincare for people balancing busy schedules, travel, rehearsals and performances.
According to Brandspur Brand News, Olay is positioning the Super Collection as a simplified skincare option designed to address the visible effects of everyday fatigue and stress while helping users maintain a refreshed, plump and radiant appearance.
For Rowland, the appeal of the collection lies in keeping skincare straightforward despite the demands of her career and personal life. Olay says its multi-benefit formulas are intended to support skin as it deals with the effects of hectic routines.
The partnership also reflects the brand’s continued use of celebrity influence to connect its products with consumers through familiar public figures whose lifestyles can demonstrate the practical challenges the products are designed to address.
Gwynedd Davis, brand vice president of North American Skincare at Procter & Gamble, said Rowland was chosen because of her confidence, authenticity and understanding of how to maintain personal care while managing a full schedule.
Olay said the Super Collection is designed to fit into existing routines rather than add another complicated step to consumers’ daily lives, with the products aimed at helping skin recover from signs associated with fatigue and everyday stress.
Rowland’s appointment gives the collection a prominent celebrity face as Olay seeks to strengthen its connection with consumers looking for effective skincare that can fit around demanding lifestyles.
