Olay Signs On as Official Facial Cleanser for U.S. Olympics Team, Taps Hopefuls Athing Mu and Sha’Carri Richardson
Olay plans to make its mark at the 2024 Paris Olympics.
The Procter & Gamble-owned skin care brand’s new Cleansing Melts are to be the official facial cleanser for Team USA, with five athletes in particular — track and field stars Sha’Carri Richardson and Athing Mu; soccer player Rose Lavelle; sport climber Natalia Grossman and gymnastics gold medalist-turned-commentator Laurie Hernandez — fronting the product.
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“P&G has been a longstanding partner to the Olympics, but this is the first time Olay is taking the opportunity to show up in a big way at the Olympics,” said Stephanie Headley, senior vice president, global Olay and skin care, P&G Beauty.
Launched in May, the Cleansing Melts are water-activated, dissolving squares that come in three hyaluronic acid, vitamin C and retinol varieties, each designed to offer a comprehensive yet gentle cleanse.
“I’m used to washing my face multiple times a day, which is why [the Cleansing Melts] have been such a game-changer for me,” said 21-year-old Mu, who took home two gold medals at the 2020 Toyko Olympic Games for the women’s 800-meter relay and the 4×400 meter relay.
For four of the five athletes chosen, this partnership marks their first beauty endorsement.
“Each of these women has a unique story that we’re excited to elevate as they plan to take on the big stage,” Headley said. “I take personal accountability as the leader of North American skin care [at Olay] to make sure the voices in front of and behind the camera represent the diversity of the consumers we want to serve — this is another way for us to do that.”
Olay also signed on this spring as official skin care sponsor for WNBA team The Chicago Sky, which selected Lousiana State University alum and Mielle Organics ambassador Angel Reese in April’s WNBA draft.
Hernandez, meanwhile, previously partnered with P&G during the 2016 Rio de Janeiro Olympic Games as a face of oral care brand, Crest.
“We don’t see the Olympics as a one-and-done — we think this partnership between Olay and women athletes could be a longer standing part of our program,” Headley said.
“When I look good, I feel good, which can help me even in competition,” added Mu. “Women athletes, even before me, have been working so hard to get us the recognition and support that we deserve, so it’s been incredible to see all of that pay off.”
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