BEAUTY OF SPORTS: C.J. WILSON, J.J. WATT & LINDSEY VONN SCORE GROOMING GIGS
Over the past week, three sports stars scored news endorsement gigs in the beauty and grooming category. Partnerships in this market are numerous, as it relates to male and female athletes. Companies continue to utilize sports pros to talk about products ranging from hair, skin and nails to cosmetics and personal care. Sports sell and brands see great opportunity in athletes’ crossover appeal. Here’s a look at the latest sports and beauty pairings:
Head & Shoulders has worked with a range of male athletes and with baseball season just a few months away, the torch has now been passed to Los Angeles Angels of Anaheim pitcher, C.J. Wilson. Wilson was tapped as the company’s newest “Mane Man.” He joins a roster of athlete ambassadors that includes Pittsburgh Steelers Troy Polamalu and Brett Keisel, and Olympic swimmer, Michael Phelps.
Wilson was a fitting choice, as this marks the brand’s third year as the official shampoo of Major League Baseball. C.J. will represent the company throughout the 2013 MLB season, declaring it’s the “Season of the Whiff “as he introduces guys to Head & Shoulders’ latest product for men: Head & Shoulders with the scent of Old Spice.
C.J. will be featured in an integrated campaign that will include traditional advertising, public relations, in-store displays and a consumer engagement movement set to launch in March 2013. Keisel officially welcomed Wilson to the Head & Shoulders team during an event in New Orleans for Super Bowl XLVII.
J.J. Watt is also celebrating Super Bowl weekend with a hair-raising new gig. The Houston Texans DE launched a new off-season ‘do with the help of AXE Hair. His signature clean-cut look was transformed into a Mohawk with the use of AXE Hair Spiking Glue and AXE Hair Extreme Hold Spray. Watt will be sporting his new spiked mane for the first time at the big game in New Orleans.
“I’ve always done my hair pretty much the same, so this is a completely different look for me,” said Watt. “I probably never would have gone for an extreme style like a Mohawk on my own, but with all of the different AXE Hair styling products, you can pretty much get any look you want.”
In support of J.J.’s transformation, the brand is making a $50,000 donation to the Justin J. Watt Foundation, which provides after-school opportunities for children in the community to become involved in athletics.
Check out the video footage below as Watt discusses his new Mohawk:
Tweezerman has hired its first ever spokesperson and it’s Lindsey Vonn. As an Olympic gold medal winning skier, Vonn aligns with the brand’s values of “Preparation, Precision and Performance.” The company has established lindseyvonn.tweezerman.com, which is dedicated to the new partnership. Fans will find behind-the-scenes footage as Lindsey uses Tweezerman tools, contests, beauty tips and product picks from Vonn.
“Preparation, precision and performance are everything to me. I need quality tools to get to the finish line, both on and off the slopes,” Vonn said.
Check out Lindsay’s Tweezerman commercial: