LaunchPad - April 2012 - (Page 64)

VIP Tooling Around Tweezerman International president and CEO Cornelia Wittke strives to take beauty tools to the next level. international consulting firm. Since her Tweezerman tenure began, the company has expanded into new European markets, South and Central America, the Middle East and South Africa; relaunched all product lines; introduced a new premium collection of tools; and brought fashion into the tool category through partnerships with designers like Betsey Johnson and Gwen Stefani. However, Wittke’s greatest pleasure centers on consumer adoration. “I love seeing the ‘wow’ effect people experience when using a Tweezerman product. Usually it’s the start of a lifelong love affair!” she laughs. “And I love to see how proud, in turn, that makes our employees and how deeply committed they are about continually eliciting that reaction.” Wittke adds that Tweezerman’s focus on giving back is another distinct perk of the job. The company maintains its “Second Bottom Line” policy of giving part of profits to those in need, supporting both national and local initiatives that benefit humanitarian, environmental and charitable causes. And, of course, she relishes the challenge of maintaining Tweezerman’s position as a leader in the beauty-tool field. “We have a huge pipeline of new ideas, and we’re growing by leaps and bounds every year,” she asserts. “You’ll continue to see product innovations that are cutting-edge, innovative point-ofsale solutions, as well as extensive PR and social media activities. The brand’s going increasingly global. Our team is certainly never bored—or boring!” —Tracy Morin WISDOM Cornelia Wittke shares her best advice: “No matter how good things are, there are always ways to make them better. Since I believe that, I don’t easily accept ‘no’ for an answer— maybe it’ not convenient, s but this is the necessary attitude if you want your business to be successful in the long term.” “I believe in rigorous preparation, hard work and persistence in execution. If you fail because you weren’t properly prepared, there’ s no excuse for that! I once read, ‘Preparation is the science of winning,’ which I believe is very true.” “Always treat the people around you with respect and compassion.” WITTKE Cornelia Wittke When Cornelia Wittke—then head of corporate development for Zwilling J.A. Henckels AG in Solingen, Germany— worked on the acquisition of Tweezerman International (, higher-ups took notice of her passion for the company: In 2005, the Zwilling board asked her to join Tweezerman post-acquisition; by January 2006, she was named CEO; and she assumed her current role in 2008. “I fell in love with the company—its team and its products—during the acquisition process,” she remembers. “It’s a wonderful company to work for, with a fabulous brand and a team that’s truly passionate.” Wittke demonstrates plenty of determination herself, with a doctorate in marketing and seven years’ experience at an 64 4.12 Image: courtesy of Tweezerman International

Table of Contents for the Digital Edition of LaunchPad - April 2012

LaunchPad - April 2012
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Male Order
Tool Talk
My Way
20 Questions
Head of the Class
Salon of the Month
Beauty 911
Saving Face
Only Hue
Free Launch
Green Light Beauty
Cutting Board
Quick Tips
Advertiser Index
Look of the Month

LaunchPad - April 2012