Angela Bassett Becomes Voice For Oil Of Olays Quench

Article written by: Rodrick Rainey
Posted on: November 27, 2005

Oscar-nominated actress Angela Bassett will lend her voice to Olay’s Quench body lotion targeting African-American women, which the Procter & Gamble Company (NYSE:PG – News) awarded to Burrell – one of the nation’s leading African-American owned full-service communications agencies.

The national television and print campaign, promoting Olay’s Quench body lotion for the African-American market begins this month. The product, a shea butter formula containing an exclusive amino-vitamin formula that breaks the cycle of dry skin, eliminates the need for constant reapplication. Targeted initiatives to promote additional Olay products are being discussed with Burrell, which handles Procter & Gamble’s African-American marketing for Tide and Crest.

“Angela Bassett personifies the kind of woman who buys Olay products. She has ageless beauty and an aura of sophistication but she’s also very likable and real, a very rare combination,” said Brenda Blonski, senior vice president/group creative director at Burrell. “Research shows African-American women have different skin conditions and behaviors as it relates to how they use beauty products. Burrell’s consumer insight and innovation will develop specific messages about Olay products that should have amazing appeal and resonance among African-American women,” adds L.T. Cushon-Dillard, vice president/account director, who is also a beauty and skincare expert at Burrell.

Bassett, a celebrated star of stage and screen, has built her career portraying some of the most admired black women in history, such as Rosa Parks, Betty Shabazz and Tina Turner. The Golden Globe and NAACP Image Award winner, who is also a Yale graduate, has built a following with her roles in contemporary dramas: “How Stella Got Her Groove Back,” and “Waiting to Exhale.”

Saatchi & Saatchi NY is the General Market Agency for Olay.

Burrell is a full-service marketing communications company with offices in Chicago and Atlanta. In business for more than 30 years, Burrell is a leader in understanding and motivating consumer behavior in the African-American and Yurban markets. The agency’s client roster includes a number of P&G brands, McDonald’s, Toyota, General Mills, Verizon, Marriott, Nielsen Media Research, Bacardi, Allstate, Lexus and others. For more information, visit www.burrell.com.