ArtistDirect News
Kelly Rowland Becomes OLAYs New Brand Ambassador, Highlights Super Collection and Upcoming Music
Kelly Rowland has stepped into the world of skincare as OLAY’s newest brand ambassador, launching a campaign that centers on the brand’s Super Collection of multi‑benefit products. The partnership also teases new solo music from the former Destiny’s Child star.
The OLAY campaign taps into the reality that skin can recover from late nights, travel, rehearsals and packed schedules. Rowland, who has long balanced recording, touring, acting and television commitments, said the Super Serum fits her routine because it “gives my skin a natural‑looking glow without adding extra steps.” She recalled her first impression of a “glow” and the feeling that her skin was “popping,” noting the serum has become a regular part of her routine.
The collaboration arrives at a busy time for Rowland. While the announcement does not disclose a title or release date, it confirms that new solo material is on the way. OLAY is using the partnership to give fans a chance to win a Signature Bounce Back Kit that includes Rowland’s favorite Super Collection products and an autographed photo. The sweepstakes, which ran through OLAY’s social channels, invited participants to comment with a favorite Kelly Rowland song, memory or reason for being a fan. The contest closed on August 29, after which the campaign shifted its focus to Rowland’s role as ambassador and the broader Super Collection.
Gwynedd Davis, Brand Vice President of North American Skincare at Procter & Gamble, said, “Kelly brings confidence, authenticity and a real understanding of what it means to balance a full life without sacrificing personal care.” The Super Collection centers on OLAY Super Serum, a 5‑in‑1 formula that hydrates, smooths, brightens, firms and protects skin. The line also includes the new Super Body Oil, which locks in moisture and contains pistachio cream, vanilla and caramel drizzle notes, and the limited‑edition Super Serum Glow Remix Body Wash. The body wash is a Walmart‑exclusive product that features floral, herbal, vanilla and soft wood notes.
Across the collection, OLAY emphasizes streamlined routines rather than complicated layering. The products are marketed as 5‑in‑1 formulas intended to hydrate, smooth and visibly revive skin while fitting easily into daily routines. This messaging aligns with Rowland’s description of life on the move, providing an everyday‑life angle rather than a red‑carpet beauty narrative.
Rowland’s career has spanned music, film, television and live performance. She rose to fame in the late 1990s as a member of Destiny’s Child, one of the world’s best‑selling girl groups. After the group’s hiatus, she released her debut solo album, Simply Deep (2002), which topped the UK Albums Chart and sold over five million copies worldwide. The album included the Billboard Hot 100 number‑one single “Dilemma” with Nelly. She has since released several solo albums—Ms. Kelly (2007), Here I Am (2011), and Talk a Good Game (2013)—and has earned multiple awards, including four Grammy nominations.
In addition to her music career, Rowland has acted in films such as Freddy vs. Jason (2003) and The Seat Filler (2005). She has served as a judge on The X‑Factor in both the United Kingdom and the United States and has hosted television shows such as Chasing Destiny (2016) and The Voice (Australia and UK). Her influence extends to coaching roles and talent development, having helped form girl groups like Little Mix.
The OLAY partnership places Rowland at the center of a beauty collaboration built around simplicity, consistency and the demands of a high‑profile schedule. While the campaign highlights the Super Collection’s streamlined approach, it also signals that Rowland’s new music is forthcoming, giving fans another reason to follow her next steps.
The current situation is that OLAY’s campaign continues to promote the Super Collection and Rowland’s ambassador role, while the music industry awaits further details on her upcoming solo releases.
The OLAY campaign taps into the reality that skin can recover from late nights, travel, rehearsals and packed schedules. Rowland, who has long balanced recording, touring, acting and television commitments, said the Super Serum fits her routine because it “gives my skin a natural‑looking glow without adding extra steps.” She recalled her first impression of a “glow” and the feeling that her skin was “popping,” noting the serum has become a regular part of her routine.
The collaboration arrives at a busy time for Rowland. While the announcement does not disclose a title or release date, it confirms that new solo material is on the way. OLAY is using the partnership to give fans a chance to win a Signature Bounce Back Kit that includes Rowland’s favorite Super Collection products and an autographed photo. The sweepstakes, which ran through OLAY’s social channels, invited participants to comment with a favorite Kelly Rowland song, memory or reason for being a fan. The contest closed on August 29, after which the campaign shifted its focus to Rowland’s role as ambassador and the broader Super Collection.
Gwynedd Davis, Brand Vice President of North American Skincare at Procter & Gamble, said, “Kelly brings confidence, authenticity and a real understanding of what it means to balance a full life without sacrificing personal care.” The Super Collection centers on OLAY Super Serum, a 5‑in‑1 formula that hydrates, smooths, brightens, firms and protects skin. The line also includes the new Super Body Oil, which locks in moisture and contains pistachio cream, vanilla and caramel drizzle notes, and the limited‑edition Super Serum Glow Remix Body Wash. The body wash is a Walmart‑exclusive product that features floral, herbal, vanilla and soft wood notes.
Across the collection, OLAY emphasizes streamlined routines rather than complicated layering. The products are marketed as 5‑in‑1 formulas intended to hydrate, smooth and visibly revive skin while fitting easily into daily routines. This messaging aligns with Rowland’s description of life on the move, providing an everyday‑life angle rather than a red‑carpet beauty narrative.
Rowland’s career has spanned music, film, television and live performance. She rose to fame in the late 1990s as a member of Destiny’s Child, one of the world’s best‑selling girl groups. After the group’s hiatus, she released her debut solo album, Simply Deep (2002), which topped the UK Albums Chart and sold over five million copies worldwide. The album included the Billboard Hot 100 number‑one single “Dilemma” with Nelly. She has since released several solo albums—Ms. Kelly (2007), Here I Am (2011), and Talk a Good Game (2013)—and has earned multiple awards, including four Grammy nominations.
In addition to her music career, Rowland has acted in films such as Freddy vs. Jason (2003) and The Seat Filler (2005). She has served as a judge on The X‑Factor in both the United Kingdom and the United States and has hosted television shows such as Chasing Destiny (2016) and The Voice (Australia and UK). Her influence extends to coaching roles and talent development, having helped form girl groups like Little Mix.
The OLAY partnership places Rowland at the center of a beauty collaboration built around simplicity, consistency and the demands of a high‑profile schedule. While the campaign highlights the Super Collection’s streamlined approach, it also signals that Rowland’s new music is forthcoming, giving fans another reason to follow her next steps.
The current situation is that OLAY’s campaign continues to promote the Super Collection and Rowland’s ambassador role, while the music industry awaits further details on her upcoming solo releases.