Kelly Rowland Named Olay Global Ambassador

Olay has appointed Grammy Award-winning singer and actress Kelly Rowland as its Global Brand Ambassador for the Super Collection. The announcement, reported by The Industry, comes just ahead of the brand's launch of its first dedicated UK TikTok Shop. Rowland will champion a streamlined skincare routine built around multi-benefit formulas. Olay positions the Super Collection as an answer for consumers seeking visible results without extensive product layering. "I was already a huge fan of the Olay Super Serum and using it in my own daily routine before this partnership even started," Rowland said. "What I love about the Super Collection is how instinctively it works." The partnership builds on the commercial success of the Super Serum. That product became the number-one-selling serum at Boots UK after going viral at its launch. The collaboration will move into live commerce during Rowland's upcoming visit to the UK. Next month, she will front two key events: an Olay-hosted Reddit Ask Me Anything and a separate TikTok shopping event. The Reddit session will allow consumers to submit skincare questions in real time. Rowland is expected to discuss the routine shortcuts she uses while travelling and performing. She will also talk about the products she relies on to maintain her skin. Later, Rowland will host a live shopping experience to mark the opening of Olay UK's first dedicated TikTok Shop. Consumers will be able to discover and buy her selected Super Collection routine directly within their feeds. This activation gives Olay a direct route to turn celebrity-led content into sales. The TikTok Shop launch aims to capture immediate consumer interest and convert it into purchases. The separate Reddit session provides a format for longer-form, in-depth conversations with potential customers. The dual approach reflects a broader industry trend. Brands are increasingly pairing high-profile ambassador campaigns with direct e-commerce channels on social platforms. Rowland's role focuses specifically on the Super Collection. Olay is promoting the line as a solution for simplified, effective skincare. The campaign will highlight how a minimal routine can deliver multiple benefits. The singer's involvement is timed to maximize impact for the new UK TikTok Shop. Her visit and the associated events are scheduled for next month. Olay will leverage her profile to drive both engagement and sales. Final details of the live shopping event are still being finalized. The brand anticipates significant consumer participation. For more on brand partnerships and market data, see our stats and standings pages.