David Beckham Signs Biotherm Deal; Launching Skincare Collection
Former pro footballer David Beckham continues to grow his global lifestyle brand — he already launched a Bodywear collection with H&M, Essentials Collection with H&M, and partnered with Kent & Curwen.
And now Biotherm is his latest partner.
According to WWD, “The Paris-based, L’Oréal-owned company will launch a two-phase deal that begins with the soccer star’s Biotherm Homme brand ambassadorship. In the coming months, he will appear as the face of the brand’s best-selling Aquapower Gel moisturizer and the Force Supreme range in digital, print and TV media.”
“The second phase is even more ambitious: The beauty firm will launch a complete grooming and skin-care collection cocreated by Beckham that will live under the Biotherm Homme umbrella. The range, comprised of skin and body products, has been in development since early this year.”
“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,” Beckham said of the products, which are slated to come out in 2017.
This marks Beckham‘s second beauty deal, following an ongoing partnership with Coty that began 11 years ago with the launch of his fragrance, Instinct.
“Under the Biotherm deal, Beckham will go to Paris to meet with researchers at the L’Oréal labs in the coming weeks and there have already been development meetings in London,” said David Fridlevski, general manager of Biotherm.
“The range is going to be targeted to his [Beckham’s] needs in skin care and grooming in general. He really wants to be part of the development,” Fridlevski told WWD.
“An initial collection of eight to 12 products for face and body will be available at launch and retail from about 20 to 40 euros, or $23 to $46 at current exchange, mirroring the company’s existing price structure. The formulas are undergoing testing, with exact products yet to be finalized.”
Photos Credit: Mario Sorrenti for H&M