Katie Holmes is diving deeper into the beauty world with her latest gig: Olay Global Brand Ambassador. As the first face of the multi-billion global brand, Katie will represent the Olay global brand campaign, Your Best Beautiful, by encouraging women around the world to never settle and to be their best beautiful in their lives—and skin.

Perhaps America’s sweetheart can help boost sales of Olay, the largest facial skin care brand in the world, as sales have dipped in recent years due to the competitive arena in U.S. mass skin care and the challenges mass beauty faces overall.

According to data from Information Resources Inc., for the 52-week period ended Aug 10, sales of facial anti-aging products dipped 1.28% to $471.6 million. Procter & Gamble, the leading manufacturer of facial anti-aging, saw a sales decline of 9.4% to $113.9 million in the category. P&G’s key items saw dips as well, including Olay Regenerist, with a decline of 16.19% to $31.3 million; Olay Micro-Scultping down 1.48% to $25.2 million and Olay Age Defy down 4.13% to $13.6 million.

In Procter & Gamble’s most recent financial call in August, A.G. Lafley, P&G’s Chief Executive Officer, said that while the new Olay Regenerist Luminous collection was seeing good results, overall, Olay “is still struggling.” During the call P&G announced a sweeping brand reduction to cut its portfolio to 70 to 80 properties from its current 160 or so. In the fourth quarter, P&G’s beauty sales fell 5% to $4.6 billion, with organic sales down 3% and net earnings jumping 23%.

The good news is that Katie seems to have the magic touch. The 35-year old, who is no stranger to beauty, signed on as Global Brand Ambassador for Alterna Haircare in 2013, a role she retains. Following the announcement, prior to any ads being released, the brand saw a sales bump.

“We have had tweets all over the world in countries we are not even selling in, especially in Japan. Virtually [the brand and Katie] are being tweeted about everywhere,” said Joan Malloy, Chief Executive Officer of Alterna, last year just following Katie’s affiliation with Alterna.

Alterna’s salon partners at the time had reported “high double digit sales increases” since the announcement, Joan added. Sephora reported that sales almost doubled the week of the first press mention, with sales climbing 92 percent, while Sephora.com saw sales double in January 2013, up 115 percent year over year. Ulta saw sales saw a lift of 111 percent year over year the week after the announcement, according to Alterna, while Nordstrom.com sold out of key sku’s the week after the first press mention.