Thursday
Feb142013

Lindsey Vonn Not Letting Knee Surgery, Rehab Interfere With Marketing Run

By Barry Janoff

February 14, 2013: Lindsey Vonn, arguably the best American female skier of all time, is in the process of rehabilitating her right knee, which required major surgery after she tore her ligaments during a downhill run at the super-G world championship in Austria on Feb. 5.

But that has not prevented Vonn from moving ahead with a pre-arranged marketing deal with Tweezerman International beauty products, which includes a national campaign and, when she is physically able, personal appearances.

The 28-year-old Vonn, who underwent reconstructive surgery earlier this week, is eying a return to competitive skiing in the 2013-14 World Cup season late this year as well as vying for a spot on the U.S. Olympic team that will compete in the 2014 Winter Olympics in Sochi, Russia, next February.

Vonn has won the overall World Cup title four times and is the defending Olympic downhill gold medalist, having won the event at the 2010 Winter Games in Vancouver.

Meanwhile, fans and consumers will get to see a glammed-up Vonn in a multi-media push for New York-based Tweezerman, which is being anchored by a TV spot, Internet and social media activation at such destinations as YouTube, Twitter and Facebook. The campaign, the first for Tweezerman using a celebrity endorser, also features a contest in which consumers can win products from the company.

In the 30-second spot, Vonn is seen using Tweezerman items and also on the slopes.

"When the eyes of the world are on me. When I depend on the perfect tools to make it to the finish line. It takes precisions and quality to get me there," Vonn offers in the spot, which was overseen in-house. "When it comes to beauty tools, Tweezerman is my only choice."

A dedicated Web site offers beauty tips, insights into Vonn's make-up regimen and interactive elements, including a contest offering a Luxe Edition Slant Tweezer.

“We are very proud to have worked with Lindsey Vonn because like Lindsey, Tweezerman always strives to be the best of the best, and second best is never good enough for us”, Dr. Conny Wittke, CEO and president for Tweezerman International, said in a statement. “Our very first commercial featuring Lindsey Vonn perfectly embodies what we are all about: preparation, precision and performance.”

The alliance was unveiled just days after Vonn underwent major surgery on Feb. 11.

Regarding the operation and her rehabilitation, Vonn wrote on her Facebook page, "Success! Surgery went very well yesterday and I'm recovering at home in vail with my family. I want to sincerely thank everyone for their well wishes these last few days. It's going to be a long and hard road back but I will be back!! Xoxo."

“Our very first commercial featuring Lindsey Vonn perfectly embodies what we are all about: preparation, precision and performance.”

Vonn is being supported by her close friend, Tiger Woods, who sent his private jet to transport Vonn from Europe to the U.S. after her accident.

Among the products being supported by the marketing push are the Slant Tweezer, Point Tweezer, ProCurl Lash Curler and the Luxe Edition Crystal Slant Tweezer.

Vonn's other marketing deal s include Under Armour, Red Bull, Oakley, Rolex and JetSet.

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