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.