Biotherm Homme has announced a partnership with David Beckham to develop a men’s skincare and daily grooming line, which will launch in 2017.
The style icon and former England, Real Madrid and Manchester United star will also become the L’Oréal Luxe brand’s first global ambassador. His first Biotherm Homme campaign, for moisturiser Aquapower, will launch online in June.
The partnership is described as “long-term” and is officially between Biotherm Homme and Seven Global, David Beckham and Simon Fuller’s joint venture with Global Brands.
“I’m excited to be working with Biotherm Homme,” said 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 labour very soon.”
Biotherm General Manager David Fridlevski said the partnership would “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,” he said. “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.”
