Olay has appointed Grammy Award-winning artist Kelly Rowland as Global Brand Ambassador for its Super Collection, alongside the launch of the brand’s first dedicated UK TikTok Shop. The partnership centres on Olay’s range of multi-benefit skincare products, including its viral Super Serum, and will be brought to life through a series of consumer activations, including a TikTok live shopping event and a Reddit AMA. By combining celebrity influence with social commerce, Olay is looking to drive both awareness and direct sales through digital-first channels.

The campaign highlights the growing convergence of influencer marketing, live commerce and community engagement within the beauty sector. Rather than using celebrity partnerships purely for brand awareness, beauty brands are increasingly integrating talent into shoppable experiences that shorten the path from discovery to purchase. Olay’s focus on TikTok Shop also reflects the continued rise of social commerce as a key retail channel, particularly for beauty products where education, demonstration and peer influence play an important role in driving conversion.