DAVID BECKHAM IS LAUNCHING HIS FIRST SKIN CARE COLLECTION IN 2017
David Beckham has signed on as the first global ambassador of L’Oréal-owned Biotherm Homme in a multiyear partnership. The first campaign advertising the brand’s N°1 moisturizer Aquapower will be released in June but, perhaps more excitingly, Beckham will also collaborate on a range of men’s skin-care and grooming products set to launch in 2017.
“I’ve been thinking about developing a skin-care range for a long time and it wasn’t until I started speaking with Biotherm that it all came together,” said Beckham in a statement. “It’s the first time a male celebrity of this stature has developed a skin-care collection,” added Biotherm General Manager David Fridlevski.
According to WWD, the collection of eight to 12 skin-care and body products will retail under about $50. Fridlevski told the trade publication that with Beckham on its team, Biotherm Homme hopes to win over male customers between the ages of 25 and 30 in Europe and the U.S.
The 41-year-old retired soccer player, whose list of endorsements include Coty, H&M, Belstaff and Adidas, is showing no signs of waning popularity with brands. Last year he formed Seven Global, a joint venture with Global Brands and Simon Fuller (the British entrepreneur best known for founding “American Idol”) to further develop consumer product categories around the influential sports star.