OLAY Names Kelly Rowland the Face of Its Super Collection

OLAY has named Grammy Award-winning singer Kelly Rowland as its new global brand ambassador, placing one of the most recognisable beauty figures of the Y2K era at the centre of its Super Collection campaign.

It is a partnership neatly timed to the continued fascination with 1990s and early-2000s beauty. Rowland brings the nostalgia; the Super Collection supplies the modern answer to increasingly elaborate skincare routines, offering three multitasking products intended to deliver a luminous, glass-skin finish without what the brand describes as “routine overload”.

The collection comprises OLAY Super Serum, Super Cream SPF30 and its most recent addition, Super Eyes Serum. Each formula offers five benefits in one product, giving the campaign a clear message: effective skincare need not require an overcrowded bathroom shelf.

Rowland was already using the Super Serum before the partnership began. The product went viral following its launch and became the number-one selling serum at Boots UK, according to NIQ sales data covering the six months ending 16 November 2024.

“Between travel, studio time, and family life, my schedule never slows down,” says Rowland. “I was already a huge fan of the OLAY Super Serum and using it in my own daily routine before this partnership even started. What I love about the Super Collection is how instinctively it works – it cuts right through the noise, giving your skin that instant boost by hydrating, brightening, and restoring your glow in one effortless step. It’s superstar skin, simplified. No skincare dilemma.”

The three-step routine begins with Super Eyes Serum, formulated with niacinamide, vitamin C, collagen peptide, caffeine and aloe vera. It has been developed to brighten dark circles, reduce puffiness and refresh tired-looking eyes while smoothing fine lines and firming the delicate under-eye area.

Next comes the collection’s viral hero, Super Serum, which combines niacinamide, vitamin C, collagen peptide, vitamin E and alpha hydroxy acid. Its five-in-one formula provides long-lasting hydration while helping to even skin tone, improve texture, firm the skin and smooth the appearance of visible lines.

Super Cream SPF30 completes the routine with lightweight hydration and UVA and UVB protection. Niacinamide, vitamin C, collagen peptide, vitamin E and glycerin work together to leave skin with a softly matte yet radiant finish, while helping to prevent dark spots and reduce the appearance of fine lines.

“We’re beyond excited to have Kelly Rowland champion as our Global Ambassador. As a cultural icon balancing a dynamic life, she perfectly mirrors the range and its consumers,” says Helene Graffner, senior director of OLAY Europe. “With the Super Collection, OLAY’s mission is to streamline high-performance skincare without ever compromising on visible results. By combining proven science with five powerful benefits in one single step – from long-lasting hydration and firmness to instant glow – we can simplify routine overload. Partnering with Kelly feels so instinctive because she has relied on these formulas in her own routine for years, giving authentic voice to skincare that truly works.”

The appointment will extend beyond a traditional campaign. During Rowland’s forthcoming UK visit, she will front two digital activations on 10 September. A live Reddit Ask Me Anything will give fans the opportunity to ask about her skincare routine and the shortcuts she uses while travelling and performing.

Later that day, Rowland will host a live shopping event to mark the opening of OLAY UK’s first dedicated TikTok Shop. Viewers will be able to discover and purchase her chosen Super Collection routine directly through the platform, combining the reach of a celebrity appointment with the immediacy of social commerce.

OLAY Super Serum, Super Cream SPF30 and Super Eyes Serum each have an RRP of £39.99 and are currently available at a promotional price of £19.99. The collection is sold nationwide through Boots, Superdrug, Amazon, Sainsbury’s and Tesco, as well as through the new OLAY TikTok Shop.