Angela Bassett Becomes the New Voice for OLAY Quench Body Lotion for African-American Women

The national television and print campaign, promoting Olay'sQuench body lotion for the African-American market begins this month.The product, a shea butter formula containing an exclusiveamino-vitamin formula that breaks the cycle of dry skin, eliminatesthe need for constant reapplication. Targeted initiatives to promoteadditional Olay products are being discussed with Burrell, whichhandles Procter & Gamble's African-American marketing for Tide andCrest.

"Angela Bassett personifies the kind of woman who buys Olayproducts. She has ageless beauty and an aura of sophistication butshe's also very likable and real, a very rare combination," saidBrenda Blonski, senior vice president/group creative director atBurrell. "Research shows African-American women have different skinconditions and behaviors as it relates to how they use beautyproducts. Burrell's consumer insight and innovation will developspecific messages about Olay products that should have amazing appealand resonance among African-American women," adds L.T. Cushon-Dillard,vice president/account director, who is also a beauty and skincareexpert at Burrell.

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

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

Burrell is a full-service marketing communications company withoffices in Chicago and Atlanta. In business for more than 30 years,Burrell is a leader in understanding and motivating consumer behaviorin the African-American and Yurban(R) markets. The agency's clientroster includes a number of P&G brands, McDonald's, Toyota, GeneralMills, Verizon, Marriott, Nielsen Media Research, Bacardi, Allstate,Lexus and others. For more information, visit www.burrell.com.