US. Coty Inc has signed a global licensing agreement with British celebrity couple David and Victoria Beckham.
Under the licence, Coty Beauty will develop and market a Beckham Beauty House, including fragrances and ancillary products under each of the couple’s names. Financial terms were not disclosed.
A first male fragrance line under soccer star David Beckham’s name will be launched this autumn in selected European markets before being progressively rolled out in Asia, the UK and the US.
Coty Inc CEO Bernd Beetz said: “David Beckham is a fascinating personality as the first male celebrity who has succeeded in crossing the borders of sport and fashion. Indeed, as England football team captain and Real Madrid player, David Beckham is arguably one of the most famous footballers ever, while his own strong, bold fashion style gives him a universal appeal that is a truly global phenomenon.
“He and his wife, Victoria, are going to be a very exciting couple for us to work with. This will be the first time that we have created fragrances with a couple and with a male celebrity. The Beckhams embody many of the star qualities that we seek in our brands and as a company.”
David Beckham recently announced the launch of a new line of leisurewear from his sponsor, adidas, also a Coty licensor. He said of the project: “I am pleased to be working with Coty. They have a strong reputation and I am looking forward to collaborating with them in the future.”
Steve Mormoris, senior vice-president, international marketing for Coty Beauty Europe, said of the first launch: “This is a first step in a series of products and in the development of a partnership which is very exciting for us. We know that we can create relevant, luxury beauty houses with David and Victoria as the world’s favourite couple. David, with his incredible athletic talent combined with his unique glamour and style, has become a strong aspirational model for the young generation and is therefore the strongest male celebrity to launch his own fragrance brand.”
