• by Sarah Mahoney  @mahoney_sarah, September 9, 2010

Looks like it's time for Gen Y to start thinking about crow's feet: Procter & Gamble says is has tapped music sensation Carrie Underwood, 27, as its first-ever North American Celebrity Ambassador for Olay Skin Care. The endorsement is the first beauty contract for the country star, and a bit of a departure for Olay, which uses celebrities more in its global marketing than in the U.S.

While it's no surprise that Olay would step up efforts to woo younger women—especially given the buying power of the Millennials—what is interesting is how increasingly receptive younger women seem to be to anti-aging products. Teen queen Vanessa Hudgens (yes, the one the one from High School Musical fame) made news recently when she 'fessed up to using anti-aging products regularly, at 21.