Carrie Underwood Named Olay's First Ever North American Celebrity Ambassador

Share on Tumblr
Submit to redditShare via email

Carrie Underwood for Olay

In a press conference broadcast live on the web and still available to stream, Olay introduced Carrie Underwood as its first ever North American celebrity ambassador. According to a press release from 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 skincare 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 skincare products for the brand. The campaign is scheduled to debut in early 2011.

People’s StyleWatch mag reports the campaign will feature print and TV ads.

More after the jump, including VIDEO from the press conference and a behind the scenes picture of Carrie at an Olay ad shoot:

At the press conference, Carrie giddily discussed how happy she is that she gets to play with a variety of Olay skincare products. Also from the press release:

“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 skincare 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 and feels deeply personal to me.”

Olay will be sponsoring Carrie’s North American Play On tour, which starts up again on September 25th in Portland, Oregon and runs through December 19th in Calgary, Alberta in Canada. Check out all Carrie’s upcoming tour dates under Idol Appearances.

UPDATE: Added 3 Carrie video interviews with Associated Press, E!, and Entertainment Tonight.

 
  • dhunken

    Congrats Carrie. God I love her!

  • TylerWV

    2010 keeps getting better for Carrie, with the exception of the old boys club CMA. I wonder if they realize yet what small minded fools they look like for excluding her for a nom in eoty, even the media is calling it shocking and unfair. I think new blood in the awards category is nice, but needed even more on the cma board.

  • lucy

    Good for Carrie. She’s a talented, pretty, hard-working woman and certainly deserves her success.

    But really — now we’re not a pitch man, we’re an “ambassador.” Awfully darned high-falutin’ description to hang on somebody who’s being paid to shill face paint. Marketing just gets stupider and stupider, to me.

  • Tess

    This should be interesting…an “old ladies” brand and the quintesential “Barbie doll” joining forces…talk about two ends of the spectrum.

    I think Carrie has a wonderful voice but the rest of her persona just leaves me cold, and I’ve never known anyone under the age of 50 who uses an Olay product. I’m really curous as to what this campaign will look like and how it will be presented.

  • windmills

    lucy: But really — now we’re not a pitch man, we’re an “ambassador.” Awfully darned high-falutin’ description to hang on somebody who’s being paid to shill face paint. Marketing just gets stupider and stupider, to me.

    Ha! True that. But I don’t think this is make up. This is probably moisturizer and stuff like that. Preventive skincare type that’ll pay dividends down the road or so they’d like you to think. The first pictures make it seem like they’re going for the fresh faced look.

    Forbes can have fun with this and will probably guess wrong yet again on how much Carrie made in 2010!

  • songsungblue

    I’m all…WTF? The girl wears a ton of makeup. I don’t think her actual skin has been seen in photos since 2003.

  • standtotheright

    Forbes can have fun with this and will probably guess wrong yet again on how much Carrie made in 2010!

    I’m already stocking up on popcorn for next year. Heh.

    As for Olay itself: I’m still well below 40, and I’ve been known to use an Olay moisturizer in the dead of winter when everything else makes me break out. If they can target my needs, I’ll buy more product. If they can’t, it doesn’t matter if CU is shilling for them. But good for her in landing the deal.

  • Jason

    This should be interesting…an “old ladies” brand and the quintesential “Barbie doll” joining forces…talk about two ends of the spectrum.

    I think Carrie has a wonderful voice but the rest of her persona just leaves me cold, and I’ve never known anyone under the age of 50 who uses an Olay product. I’m really curous as to what this campaign will look like and how it will be presented.

    Really? I know alot of people who use Olay…it may have started out as that…but that’s not what it is anymore…otherwise, why would they have Carrie represent the brand? Obviously, she was nervous, she even said it…I love her persona, I think it’s great…that’s why she’s so popular…duh

  • OvenMitt

    Ugh. Olay is cheap slop. But, of course, with Carrie Underwood as the face of their product, they will trick millions more women into thinking it’s made with water from the fountain of eternal youth. Again, ugh.

    And let’s face it, Carrie probably uses La Mer, not Olay.

  • Jason

    I’m all…WTF? The girl wears a ton of makeup. I don’t think her actual skin has been seen in photos since 2003.

    That may be true, but she also uses plenty of skincare products…what do you expect? she’s a celebrity and in the limelight…and I don’t think she uses a ton…not like most other celebrities out there

  • Jason

    Ugh. Olay is cheap slop. But, of course, with Carrie Underwood as the face of their product, they will trick millions more women into thinking it’s made with water from the fountain of eternal youth. Again, ugh.

    And let’s face it, Carrie probably uses La Mer, not Olay.

    Nah…Olay is great…I’ve never had any problems with it

  • windmills

    Jason: I think you might be new here. Take it from somebody who’s been here a while: you’re better off not responding to every negative or semi-negative post about your fave Idol. The defensiveness thing isn’t going to wash here because MJ‘s isn’t a fan board. Take a little time and get to know who’s who before you hit reply and you’ll figure it out. You’ve got to be able to take a little snark even if it seems like it’s mean sometimes. Just a friendly note from a fellow Carrie fan :)

  • barnie

    I think Carrie has a wonderful voice but the rest of her persona just leaves me cold, and I’ve never known anyone under the age of 50 who uses an Olay product. I’m really curous as to what this campaign will look like and how it will be presented.

    Well, I use Olay. I have two friends who use Olay. We’re in late 20s to early 30s ;)

    They’re actually great products as well and do the same thing as some of the more overpriced products. Sometimes even better.

    I think this is a great news for Carrie. Congrats to her! Could only mean bigger exposure if the TV commercial airs outside of the US as well.

  • koshka

    Tess:
    09/08/2010 at 11:34 am
    This should be interesting…an “old ladies” brand and the quintesential “Barbie doll” joining forces…talk about two ends of the spectrum.

    I think Carrie has a wonderful voice but the rest of her persona just leaves me cold, and I’ve never known anyone under the age of 50 who uses an Olay product. I’m really curous as to what this campaign will look like and how it will be presented.

    MTE – I’m glad she is cashing in.. but wish she could have hooked up with a better product.

    Maybe Olay’s current customers are dying off and they wish to go into a new market..which is actually a smart thing to do. I hope they are planning a complete overhaul.

  • Trina

    LOL “old ladies product”? I’ve been using the stuff since I’m 17 and I’ve always gotten compliments on my skin. Olay works 10x better for me than $60 stuff I’ve tried in dept. stores.

    Anyhoo love Carrie and I think shes perfect for this. Even without makeup shes a beautiful classy woman.

  • barnie

    MTE – I’m glad she is cashing in.. but wish she could have hooked up with a better product.

    Maybe Olay’s current customers are dying off and they wish to go into a new market..which is actually a smart thing to do. I hope they are planning a complete overhaul.

    I did wonder a little on why Carrie didn’t sign with a more high-end brand. But when I think of it, high-end products might not feel as “accessible” and wouldn’t go as well with her down-to-earth image.

    I’m not sure about Olay’s image in the US, but it’s certainly pretty popular with young adults over here (Asia).

  • lucy

    Ha! True that. But I don’t think this is make up. This is probably moisturizer and stuff like that. Preventive skincare type that’ll pay dividends down the road or so they’d like you to think.

    Good point. More like shilling for paint remover, lol.

  • sallysimmons

    And by ‘first ever ambassador’ I presume you mean ‘paid corporate schill?’

    Kudos to Olay for coming up with a new name that sounds impressive but this is just Carrie selling her name for money.

  • windmills

    AOL Style List

    “We want to welcome a younger demographic who may not yet have the anti-aging needs, but who still want to take care of their skin,” said Chris Heiert, marketing director for Olay.

    It’s Olay leveraging Carrie’s image as somebody who really takes care of herself through fitness, diet, and health routines to a wide female demographic. I don’t blame them for trying and I don’t blame Carrie for cashing in because it’ll give her more options as far as tour production this year. I don’t really care about it beyond that. I’m too cynical about these things plus I’ve watched too much Mad Men ;)

    I don’t think the Olay TV ad will be funnier than Carrie’s horse whisperer commercial for Vitamin Water though. The Vitamin Water ads usually win for sheer randomness.

    sallysimmons: Kudos to Olay for coming up with a new name that sounds impressive

    You’re giving Olay way too much credit. Brand ambassador/celebrity ambassador has been around in marketing parlance for a long time.

  • LaRue

    Olay has been working to remarket itself as ‘not your grandma’s Oil of Olay’ for years. They have lots of products focused toward the 25-49 crowd: cleaning wipes, scrubbing body wash, facial lotion with SPF–all geared to appeal to younger women who want to maintain their current appearance. Carrie fits that demographic to a T. So it’s a good match. I’m sure the campaign will do well.

  • Keel

    Well, I use Olay. I have two friends who use Olay. We’re in late 20s to early 30s.

    I have skin allergy issues so I really have to research stuff I use and there are definitely some Olay products that are very well reviewed by users (Amazon, makeupalley, drugstore.com, etc.). Still, with my allergies, I’ve been prevented from using any of them.

    But similar to other posters above, I have friends much younger than me (I’m 42) who use these products and swear by them.

  • windmills

    A couple more details from Women’s Wear Daily

    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 first 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.

  • koshka

    I have skin allergy issues so I really have to research stuff I use and there are definitely some Olay products that are very well reviewed by users (Amazon, makeupalley, drugstore.com, etc.). Still, with my allergies, I’ve been prevented from using any of them.

    ditto.

  • sma11ie

    Maybe Olay’s current customers are dying off and they wish to go into a new market..which is actually a smart thing to do. I hope they are planning a complete overhaul.

    I can see that– P&G has been making some pretty creative marketing choices to revitalize some aging brands, with pretty good success, if you look at the Old Spice twitter campaign. Carrie does have that fresh faced, young, healthy look that would work well to “youthen up” Olay. It probably wants to take back some market share from the likes of Neutrogena, Dove, etc. I don’t see why not– Olay’s products are decent and probably on par with a lot of those other popular drugstore brands.

    I don’t think the Olay TV ad will be funnier than Carrie’s horse whisperer commercial for Vitamin Water though.

    Those Vitamin Water ads were sooo hilarious…

  • Nina1

    Ugh. Olay is cheap slop. But, of course, with Carrie Underwood as the face of their product, they will trick millions more women into thinking it’s made with water from the fountain of eternal youth. Again, ugh.

    And let’s face it, Carrie probably uses La Mer, not Olay.

    Nah…Olay is great…I’ve never had any problems with it

    They had a segment on GMA the other day where they had a woman there from Ladies Home JOurnal. The magazine tested some 1600 products to see what worked, and Olay came in first more than once. Regenerist is supposed to work the best of all products; also the Olay eye cream. I have seen efficacy tests before where Olay came out on top. No winning product was a department store brand: everyone has known for years that stuff cleans wallets better than skin.

  • gangreen29

    Good for Carrie, she does have beautiful skin.

    I think Carrie has a wonderful voice but the rest of her persona just leaves me cold, and I’ve never known anyone under the age of 50 who uses an Olay product.

    Maybe you just don’t know that many people under 50? I don’t use their products, but plenty of my friends in their early 20s use their facial cleansing products. Also, one of my best friends has started using their anti aging cream lol. She is convinced if she starts now she’ll look great at 40. I think laying off the tanning might help more..

  • Brisblondie

    I have used Olay moisturizing products since I was 12 years old. I love it! I have gone off and used really expensive stuff (La Mer gave me an itchy rash!) several times in my life and always come back to Olay. It’s the best, imo. I think Carrie is a perfect rep for it! Carrie Underwood and David Cook have some of the most perfect radiant skin I’ve ever seen up close in person. Too bad they don’t have a rocker dude brand. lol (Although he has said he never uses anything but water on his face!) Anyway… congrats Carrie!

  • HappyDaisy

    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 skincare from Olay…

    This is so inspirational. I mean I can’t wait to begin a brand new day tomorrow and challenge my own skin’s possibilities. This campaign is already helping me to realize that my own skin needs a good challenge, and the possibilities are really endless — for my own skin. Possibly.

  • standtotheright

    LOL, HappyDaisy. Just possibly.

  • glamertitis

    OvenMitt:
    09/08/2010 at 11:50 am
    Ugh. Olay is cheap slop. But, of course, with Carrie Underwood as the face of their product, they will trick millions more women into thinking it’s made with water from the fountain of eternal youth. Again, ugh.

    And let’s face it, Carrie probably uses La Mer, not Olay.

    Anyone ever read the ingredient list on these products? Cheap slop is putting it mildly… un-pronouncable chemical poisoning is more like what it is. Ever wonder how they make red lipstick red? Ugh
    So, yes, having someone like Carrie push this “unnatural chemical” will be a huge bonanza for Oil of Olay.

  • OvenMitt

    They had a segment on GMA the other day where they had a woman there from Ladies Home JOurnal. The magazine tested some 1600 products to see what worked, and Olay came in first more than once. Regenerist is supposed to work the best of all products; also the Olay eye cream. I have seen efficacy tests before where Olay came out on top. No winning product was a department store brand: everyone has known for years that stuff cleans wallets better than skin.

    Carrie…..is that you?!

  • glamertitis

    ^^^ LOL!

  • GoGreenandWhite

    As if this girl needs anymore money! I love her and can’t wait to see her show this fall, but my goodness! I guess ya gotta make sure the honey pot never dries up. I kinda wonder if she paid for her own million dollar engagement ring. I highly doubt her hubby makes anywhere near the kind of dough that could afford that ring as a hockey player.

  • OvenMitt

    As if this girl needs anymore money! I love her and can’t wait to see her show this fall, but my goodness! I guess ya gotta make sure the honey pot never dries up. I kinda wonder if she paid for her own million dollar engagement ring. I highly doubt her hubby makes anywhere near the kind of dough that could afford that ring as a hockey player.

    He’s probably on a payment plan. You know what they say: three month’s salary!

  • windmills

    GoGreenandWhite: I highly doubt her hubby makes anywhere near the kind of dough that could afford that ring as a hockey player.

    Last I checked her husband’s in the middle of a 5 year $21 million contract so he’s doing alright for himself. Too, he went to Johnathan Arndt who’s got a close working relationship with Carrie so I’m sure he was able to get the ring at a discount. I also don’t think the ring actually cost a million dollars in the 1st place.

    I added a couple video interviews Carrie did in connection with this whole shebang. Also apparently E! had more footage on their show tonight, including Carrie saying “Oh fiddlesticks!” when she blanked on the name of her dress designer (she then remembered she was wearing Stella McCartney).

    Here’s an Entertainment Tonight article, I also embedded the interview.

  • GoGreenandWhite

    I do have to disagree with the personality criticism. I think many expect and actually WANT Carrie to be the same robotic person she appeared to be on Idol, so that they can keep using the same criticisms over and over. Those who have actually seen her on shows SINCE Idol though know her to be a very confident, charming, and witty person. Interviews on Ellen and her acceptance speeches on numerous award shows illustrate all these great facets of her personality.

  • iluvai

    She’s so pretty! I can’t imagine what that must feel like.

  • mandabutter

    She’s a full-fledged celebrity/star, she can market herself however she sees fit. I can name at least 50 other current female stars in the public eye who have 1 talent & then brand themselves by tying into hair care lines, cosmetics, fragrances, food/drink products, or fashion lines. Nothing new here. Money/promo is the main motive. I’ve never woken up thinking “I wanna smell like Elizabeth Taylor” or “I really admire Brooke Shields’ eyelashes!”

    I do think Carrie is a fabulous representative/spokesperson. Get it Girl!