British football icon David Beckham, along with entrepreneur/artist manager/television producer Simon Fuller, have formed a partnership with L’Oreal Luxe’s male skincare brand Biotherm Homme to develop a men’s grooming line.
The partnership is through their own JV with Hong Kong-listed Global Brands, Seven Global, and the collection of both skincare and daily grooming products will launch next year.
As part of the collaboration, Beckham becomes Biotherm Homme’s first global ambassador, and the first campaign will be for the brand’s Aquapower moisturiser, starting online in June.
Beckham says he has been thinking about developing a skincare range for a long time. “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 labour very soon.”
Biotherm GM David Fridlevski says the partnership with Beckham will shift the boundaries in the men’s skincare category. “It’s the first time a male celebrity of this stature has developed a skincare collection.”
Beckham, recently voted Sexiest Man Alive by People magazine, is known not only for his impressive record in sport, but for being a devoted family man and for his philanthropic work for UNICEF.
French luxury skincare brand Biotherm launched Biotherm Homme in 1985. The brand offers a range of more than 80 advanced skincare products.
Global Brands Group Holding is an apparel, footwear, fashion accessories and related lifestyle products company that designs, develops, markets and sells products under an array of controlled and licensed brands.