Mission Skincare Fetes Serena Williams

Since recently signing Serena Williams as a spokeswoman, Mission Skincare also signs pro golfer Sergio Garcia as spokesman.

Two months after signing Serena Williams as a spokeswoman, Mission Skincare has said it has signed pro golfer Sergio Garcia as spokesman.

This story first appeared in the March 5, 2009 issue of WWD.  Subscribe Today.

The Garcia announcement came Tuesday night, after Williams was introduced to the press at an event at Manhattan’s Philippe restaurant.

Mission is fronted by multiple athletes who also have equity stakes in the brand.

Josh Shaw, Mission’s founder, noted that Garcia will initially help develop a lip balm and then represent a body product set to launch in the fourth quarter.

At the event, Williams, who had just come off winning the Billy Jean King Cup at Madison Square Garden on Monday night, talked about developing a pomegranate lip balm for Mission Skincare.

“Pomegranate was my idea,” she said, “because it’s an antioxidant and people are crazy about it now.”

Discussing her role at Mission in an interview after the event, she said, “It means a lot because Mission is great skin care but beyond that, we do a lot of charity work.”

The brand, which is slated to reach 10,000 U.S. doors this spring, donates 10 percent of all revenues to charities chosen by the multiple athletes, according to executives.

Clad in a champagne-colored Yves Saint Laurent dress and YSL pumps, Williams noted she has learned much about beauty products after representing Avon with sister Venus about eight years ago and then serving as guest creative director of The Estée Lauder Cos. Inc.’s Flirt brand several years ago.

She said she believes the most important beauty product one can wear is sunscreen, and touted Mission’s multiple SPF products.

She also talked about her fashion and accessories line that is slated to launch on HSN at the end of April. Aside from tennis, Williams also mentioned her own fashion skills.

“I went to the Art Institute in Ft. Lauderdale and worked on fashion design, so I know how to sew. My [YSL] dress broke and I sewed it back together!”