L’Oréal Luxe’s top men’s skincare brand, Biotherm Homme, and Seven Global – David Beckham and Simon Fuller’s joint venture with Global Brands – have announced a 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 the iconic England and former Manchester United footballer becomes Biotherm Homme’s first global ambassador. David Beckham’s first Biotherm Homme campaign, for the brand’s number one moisturizer Aquapower, will be launched online in June.

 

By entering a several year partnership, Biotherm Homme and David Beckham say that they plan to ‘impact male behaviour with regard to skincare’.

 

 

 

No stranger to the travel retail industry, Beckham launched his and Simon Fuller’s Haig Club whisky with drinks giant Diageo, during the Tax Free World Association World Exhibition in 2014. TRBusiness attended the launch event and was able to interview the soccer star. [See story here http://bit.ly/1WctUjE].

 

 

“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,” said L’Oréal.

 

 

“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.”