Newspaper article St Louis Post-Dispatch (MO)

Primp & Putt Image Consultant Helps Put Best Face on Lpga

Newspaper article St Louis Post-Dispatch (MO)

Primp & Putt Image Consultant Helps Put Best Face on Lpga

Article excerpt

Not that the pros on the LPGA tour ever were a scruffy-looking, sunburned lot before Beverley Willey came on course.

But let's just say the women pros are more dapperly-dressed, softer-skinned than they used to be.

Many owe it to Willey.

She's the official image and fashion consultant on the tour.

Who says you can't putt and be pretty too?

"It doesn't take away from the fact that they're great athletes," Willey said Thursday as she put the finishing blond highlights to the new strawberry mane of Dottie "Red" Mochrie.

"I work with about 90 percent of the players on the tour in one way or another," Willey said.

Willey doesn't do braids and nails.

But she does about everything else. Washes and dries and cuts and colors hair. Supplies sunscreen. Buys and applies makeup. She even waxes.

She advises them on their clothes. She shops for them. On one shopping trip, she and Mochrie came back with the rights to a dog.

She travels with the players for about half (20) of the tour stops, making do in the locker room-turned-salon from four big, black duffel bags stuffed with curling irons, blow dryers, makeup, sunscreen, shampoo, conditioners, cotton swabs . . .

"I call it my camping area," she said.

The players on the image-conscious LPGA say she has made a difference.

Mochrie and Willey shared a laugh at the "hair-don't" Mochrie wore when she joined the tour in 1987.

"It was spiky," Mochrie recalled. "Really short."

The better to maintain on a tour where players travel from stop-to-stop from week-to-week. At Willey's urging, Mochrie let her blond hair grow out. But it was Mochrie's idea to go red recently. Willey turned her strawberry.

"After 29 years, I wanted a change," Mochrie said. "I like it."

As Willey washed Mochrie, Michelle McGann strolled over to a mirror and positioned one of her trademark big-brimmed hats on her head.

"What would we have done without Bev," McGann said. …

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