Olympic gold medalist and Tiger Woods’ rumored love interest, Lindsey Vonn has been named Tweezerman’s first spokeswoman.
The 28-year-old athlete, who is said to be the most-decorated alpine skier in American history, will collaborate with the beauty-implements brand on a number of marketing activities throughout the year and will star in its first television commercial as well as a comprehensive digital campaign — a microsite with beauty tips, behind-the-scenes video and product profiles — which is now rolling out.
“For us, this is an initiative to promote brand awareness,” said Tweezerman chief executive officer Conny Wittke. “We have a very clear internal objective to always lead the category and take it to the next level. We didn’t want someone predictable.”
According to Wittke, “This year, we want to gain brand awareness here in our home market [the U.S.]. We are very focused on innovation and investing a lot on taking the brand into new countries.”
For Vonn, it was her competitive edge that primarily attracted her to the project. “I am always working and striving to be the best skier in the world,” said Vonn, who won her first World Cup victory at age 20 and has since won Olympic gold in Vancouver, captured 57 World Cup wins, 14 FIS Alpine World Cup titles, including four overall Crystal Globes and two World Championship titles. “I like setting the bar high and working with companies that do the same,” she said.
For Wittke’s part, “Lindsey is not just beautiful. She is somebody who 100 percent embodies our values and strives to be the best. Tweezerman wanted to connect the idea that you need great tools for excellence, which you also need in beauty.”
Although Vonn, who resides in Vail, Colorado, is about to compete in the World Championships Open on Tuesday, she responded to questions about life in the fast lane from WWD via e-mail between extensive training sessions.
“Life is very busy but great,” she said. “I train on snow or race practically every day of the week between October and April. In my off season, between May and October, I spend seven to eight hours a day in the gym.”
When it comes to beauty, Vonn said keeping hydrated is the most important way to combat the elements. “Trying to stay hydrated and moisturized is a constant battle that I wage but I am dedicated,” said Vonn, a daily sunscreen wearer. “I want to preserve my skin as much as possible, which is a challenge given the amount of time I spend outdoors.”
Looking to the future, Vonn, a self-professed beauty lover, who declined to confirm the romance rumors swirling around her, said she hopes to “do more in the world of beauty and skin care.”