Olay names Kelly Rowland global ambassador ahead of UK TikTok Shop launch
Olay has appointed Grammy Award-winning artist Kelly Rowland as Global Brand Ambassador for its Super Collection, pairing the campaign with the launch of the skincare brand’s first dedicated UK TikTok Shop.
The singer and actress will champion a streamlined routine centred on multi-benefit formulas, with Olay positioning the collection as an answer for consumers seeking visible results without extensive product layering.
Rowland’s appointment builds on the commercial performance of the Super Serum, which became the number-one-selling serum at Boots UK after going viral at 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.”
The partnership will move into live commerce during Rowland’s upcoming UK visit. Next month, she will front 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, alongside 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 without leaving their feeds.
The activation gives Olay a direct route to turn celebrity-led content into sales, while the Reddit session provides a separate format for longer-form consumer conversations.
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The appointment follows other experiential activity from the brand in the UK. In July, the company took its Olay Solarium sun-safety pop-up to shopping centres in Manchester, London and Kent, using skin analysis and UV-camera demonstrations to promote everyday SPF use.
Rowland’s campaign extends that consumer-facing strategy into live digital retail, with both UK events scheduled for 10 September.
