This really is big news in the world of men’s grooming. Already an established player in the fragrance market, David Beckham has signed a deal with L’Oréal Luxe’s brand Biotherm Homme, and Seven Global. Today they announced what they say is an unprecedented long-term partnership to develop a men’s grooming line. The collection, of both skincare and daily grooming products, will launch in 2017.
As part of the collaboration, England’s football icon becomes Biotherm Homme’s first global ambassador. David Beckham’s first Biotherm Homme campaign, for the brand’s N°1 moisturizer Aquapower will break online in June.
David Beckham says…
“I’m excited to be working with Biotherm Homme,” said David Beckham. “I’ve been thinking about developing a skincare range for a long time and it wasn’t until I started speaking with Biotherm that it all came together. They are as ambitious as I am, and we look forward to showing everyone the fruits of our labor very soon.”
“The partnership between Biotherm Homme and David Beckham is set to shift the boundaries in the men’s skincare category and reinforce our brand’s leadership,” said David Fridlevski, Biotherm General Manager. “It’s the first time a male celebrity of this stature has developed a skincare collection. We’re proud to be David Beckham’s partner of choice to develop his vision of skincare, and we’re delighted to welcome him as a new brand ambassador.”
“Men’s grooming represents a significant opportunity for our business,” said Jason Weisenfeld, President of Seven Global. “With Biotherm Homme, we now have the perfect partner to become a best-in-class, global leader in men’s skincare.”
By entering a several year partnership, Biotherm Homme and David Beckham plan to impact male behaviour with regard to skincare. Recently voted “Sexiest Man Alive” by People magazine, famous worldwide for his impressive record in sport, respected for being devoted to his family and his philanthropic work on behalf of UNICEF, David Beckham is considered a leading influential across generations of men.
About Biotherm Homme
French luxury skincare brand Biotherm launched Biotherm Homme in 1985. For 30 years, Biotherm Homme has played a pioneering role in men’s skincare, creating solutions to respond to the specific needs of men’s skin, with products such as the breakthrough gel moisturizer Aquapower and the corrective anti-aging cream Force Supreme. The brand offers a complete range of over 80 advanced skincare solutions adapted to different skin types and concerns. They all share the power of aquatic ingredients, which ensurelight and invigorating textures. Biotherm Homme is one of 18 brands across theL’Oréal Luxe portfolio