• by Sarah Mahoney  @mahoney_sarah, January 15, 2011

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, promising "younger looking skin in just 1 shower."

The addition of Cattrall, 54, best known for portraying aging sex machine Samantha Jones on "Sex & The City," indicates that P&G intends to work a larger age spectrum: Last fall, it made major headlines when it signed country megastar Carrie Underwood -- a spring chicken at 27 -- as its first-ever North American Celebrity Ambassador for Olay Skin Care.

A spokesperson for the Cincinnati-based company says TV spots with the actress are set to launch Feb, 28, with magazine ads breaking in April.

Anti-aging promises to be a major force in the industry. Market research company Mintel reports that more than one in four launches last year were based on an anti-aging claim, up 5% from 2009. And NPD reports that 53% of women say anti-aging benefits are either extremely or very important to them.

While that percentage is much higher among women Cattrall's age -- 62% of 35- to-54-year-olds, and 65% of those 55-plus -- those benefits still rate a relatively high 26% among women 18 to 34. P&G says its recent research has found that among women 35 and older, 93% believed that looking young requires taking care of both your face and body skin.

L'Oreal, a primary competitor, has long deployed celebs of all ages for its various brands. In addition to stars like Beyonce Knowles, Jennifer Lopez and Eva Longoria, actresses like Diane Keaton and Andie MacDowell are also on its roster. (Separately, 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.)

Of course, there's money to be made at the opposite end of the edge spectrum, too: Women's Wear Daily reports that Walmart will launch GeoGirl, made for girls in the 8- to-12-year-old range, in February. The trade estimates that tweens wield annual spending of $18 billion, with $24 million spent in the beauty category. Walmart already offers such tween products as Disney Princesses, LipSmackers, Lotta Luv, FAB Beauty and Crayola.