09.08.10
You can finally add Olay to the list of skin care brands that count on star power to propel product sales.
The Procter & Gamble-owned brand said during a press conference at Rockefeller Center’s Top of the Rock Wednesday morning that ountry music star Carrie Underwood would appear in an ad campaign breaking in November. The TV, print, digital and in-store effort 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 two to three new 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 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.”
“They want a face they can relate to that matches the principles of Olay,” Chris Heiert, marketing director for Olay, said of the target demographic, while discussing after the event why Underwood was chosen.
The Procter & Gamble-owned brand said during a press conference at Rockefeller Center’s Top of the Rock Wednesday morning that ountry music star Carrie Underwood would appear in an ad campaign breaking in November. The TV, print, digital and in-store effort 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 two to three new 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 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.”
“They want a face they can relate to that matches the principles of Olay,” Chris Heiert, marketing director for Olay, said of the target demographic, while discussing after the event why Underwood was chosen.