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P&G, L'Oreal Tap New Celebs
In a bid to reach out to older women looking for sexier skin, Procter & Gamble has tapped actress Kim Cattrall to represent Olay Total Effects 7-in-1 Anti-Aging Body Wash & Body Lotion. And
L'Oreal of Paris says it has signed rocker Gwen Stefani as its new face. (Stefani is also known for her fashion brands, L.A.M.B. and Harajuku Lovers.)
Olay's Total Effects promises "younger looking skin in just 1 hour." The addition of Cattrall, 54, best known for portraying aging sex machine Samantha Jones on Sex & The City, indicates that P&G intends to use celebrities all along the age spectrum. Last fall, it made major headlines when it signed country megastar Carrie Underwood—a spring chicken at 27—to represent its Olay brand.
