Celebrity Deal: Carrie Underwood and Olay

Carrie Underwood is perhaps American Idol’s most successful winner, aside from first season winner Kelly Clarkson. Since graduating the show, she has become a multi-platinum selling recording artist, a multiple Grammy Award winner, a Grand Ole Opry inductee, a three-time Academy of Country Music and Country Music Association Female Vocalist winner, and the current ACM Entertainer of the Year. She is the first ever female artist to win back-to-back Academy of Country Music (ACM) Awards for Entertainer of the Year (2009/2010).

Apart from her spectacularly dazzling career, Carrie Underwood also seems to be getting more and more beautiful each time I see her on stage. I think she is the epitome of a girl-next-door, who is not only very pretty, but also seems like a genuinely nice and likeable person. A lot of young girls look up to her and I think she’s worthy to be a good role model because she has a relatively “clean” reputation (no drinking and driving/getting caught with drug possession fiasco, unlike other famous celebs her age) and she is also involved in various charities, such as being a supporter of the Humane Society of the United States (HSUS) as well as lending her voice to benefit cancer research. She was featured on the 2008 song, “Just Stand Up”. The proceeds benefited Stand Up to Cancer (SU2C).

So with a long list of achievement at such young age, topped with incredible natural beauty, I think it was just a matter of time before Carrie Underwood scored a contract with beauty giant and so I wasn’t surprised to hear the news that she just signed a deal with Olay.

The Procter & Gamble-owned brand said during a press conference at Rockefeller Center’s Top of the Rock Wednesday morning that the country music star would appear in an ad campaign breaking in November. The TV, print, digital and in-store effort is to center around cleansing and moisturizing, and is meant to target a younger woman who is past her teens but not yet ready for anti-aging products, according to executives.

Also as part of the two-year deal, Underwood will be the face of new Olay products slated to be launched over the course of next year.

Chris Heiert, marketing director for Olay, mentioned why Underwood was chosen. “We launched a new campaign in July called ‘Challenge What’s Possible’ talking to the next generation of women who are not ready for antiaging but want great skin. They wanted a face they can relate to that matches the principles of Olay and there was one person who fit that bill,” he said.

Underwood said her two skin care “staples” are Complete All Day UV Moisturizer and Daily Facials cleansing cloths “because it’s hard to find eye makeup remover that doesn’t burn your eyes.” She added the cloths are good for getting rid of concert “gunk.”

She joins a group of Olay global brand ambassadors that includes actress Maggie Cheung in Greater China, singer and actress Lucero in Latin America and actress Thandie Newton in the U.K.

Source: wwd.com