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P&G announced that singer-songwriter Carrie Underwood is the new ambassador for Olay. The 27-year-old, Grammy award-winning artist, according to the company's press release, amplifies a positive message for a new generation of women to challenge their own skin's possibilities with the latest advances in skin care from Olay as part of the brand's "Challenge What's Possible" campaign. In her role with Olay, Carrie will also represent a line of skin care products for the brand. The campaign is scheduled to debut in late 2010.
"We are thrilled that someone as inspirational as Carrie has joined Olay," said Joe Arcuri, vice president for North America, Procter & Gamble Beauty. "Carrie epitomizes Olay's mission to challenge possibilities and encourage a new generation of women to learn about skin care and make a noticeable impact on their skin's appearance."
"With her genuine beauty and girl-next-door likeability, Carrie is a natural fit and wonderful addition to the Olay family," said Chris Heiert, marketing director, Olay. "Through all her success, Carrie remains grounded and connects with women everywhere using her powerful voice. She personifies the iconic image of the brand while representing the faces of the future."
Underwood joins a list of global Olay brand ambassadors—including actress Maggie Cheung in greater China, singer and actress Lucero in Latin America, and actress Thandie Newton in the United Kingdom.