Carrie Underwood, an American singer will represent Olay's new campaign that includes a line of skin care products. The campaign will breach in November this year and will be named as ‘Challenge What's Possible’ targeting younger women and persuading them to try the new product range introduced by Olay, a brand owned by P&G (The Procter & Gamble Group).

"I am so excited to be associated with a beauty brand that has been trusted by women for more than 50 years," said Carrie Underwood. Inspired by her mother, who used Olay products to take care of her skin, Underwood said, "I love that Olay has managed to change with the times, yet stay in touch with women of all ages who want affordable skin care products that do what they promise."

According to the announcement made by P&G at the Rockefeller Center’s press conferences, Olay has signed Carrie Underwood for a two year deal and the singer will appear in the campaign endorsing two to three new products designed to be launched in the course of next year. The brand will also endorse the fall dates of Play On Tour, Underwood’s next country music album.

Procter & Gamble is all set to expand its Olay product range and has future plans to serve the needs of men. P&G also aims to maximize its global reach from 69 to 100 markets in two years.

Shares of P&G dipped on Wednesday by 23 cents in the first half of the trading session.