Olay names Kelly Rowland global ambassador

Olay has appointed Grammy Award-winning artist Kelly Rowland as its Global Brand Ambassador for the Super Collection. The campaign pairs with the launch of the skincare brand's first dedicated UK TikTok Shop, according to a report from The Industry.

Rowland, a singer and actress, will champion a streamlined skincare routine focused on the collection's multi-benefit formulas. Olay positions the line as an answer for consumers seeking visible results without extensive product layering.

The partnership builds on the commercial success of the Olay Super Serum. That product became the number-one-selling serum at Boots UK after going viral at its launch.

"I was already a huge fan of the Olay Super Serum and using it in my own daily routine before this partnership even started," said Rowland. "What I love about the Super Collection is how instinctively it works."

Live Commerce Events

The collaboration will move into live commerce during Rowland's upcoming UK visit. She is scheduled to front two separate digital events on September 10.

First, Rowland will host an Olay-sponsored Reddit Ask Me Anything session. This format will allow consumers to submit skincare questions in real time. Rowland is expected to discuss the routine shortcuts she uses while travelling and performing, alongside the specific products she relies on.

Later the same day, Rowland will host a live shopping experience to mark the official opening of Olay UK's dedicated TikTok Shop. This activation is designed to let consumers discover and purchase her selected Super Collection routine directly within their social media feeds.

Strategic Context

The live shopping event provides Olay with a direct mechanism to convert celebrity-led content into sales. In contrast, the Reddit session offers a separate format for longer-form consumer conversations.

This ambassador appointment follows other experiential activity from Olay in the UK market. In July, the brand operated its Olay Solarium sun-safety pop-up in shopping centres in Manchester, London, and Kent. That activation used skin analysis and UV-camera demonstrations to promote everyday SPF use.

Rowland's campaign extends that consumer-facing strategy into the realm of live digital retail. Both UK events are set for September 10.