Biotherm Homme and David Beckham Sign Long-Term Partnership to Develop a Men’s Grooming Products
L’Oréal Luxe’s brand Biotherm Homme, N°1 in premium men’s skincare1, and Seven Global, David Beckham and Simon Fuller’s joint venture with Global Brands (SEHK:787), today announce an unprecedented 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, England’s football icon becomes Biotherm Homme’s first global ambassador. David Beckham’s first Biotherm Homme campaign, for the brand’s N°1 moisturizer Aquapower will break online in June.
“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 nowhave the perfect partner to become a best-in-class, global leader in men’s skincare.”
By entering a several year partnership, Biotherm Homme and David Beckham plan to impact male behavior with regard to skincare. 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.
About Biotherm Homme
French luxury skincare brand Biotherm launched Biotherm Homme in 1985. For 30 years, Biotherm Homme has played a pioneering role in men’s skincare, creating solutions to respond to the specific needs of men’s skin, with products such as the breakthrough gel moisturizer Aquapower and the corrective anti-aging cream Force Supreme. The brand offers a complete range of over 80 advanced skincare solutions adapted to different skin types and concerns. They all share the power of aquatic ingredients, which ensurelight and invigorating textures. Biotherm Homme is one of 18 brands across theL’Oréal Luxe portfolio
About L’Oréal Luxe
L’Oréal Luxe offers women and men throughout the world an array of 18 prestigious and modern international brands with a unique heritage of exceptional brands, originating from fashion (Gorgio Armani, Diesel, Cacharel, Victor & Rolf, Ralph Lauren…), historic beauty players (Lancôme, Biotherm, Helena Rubinstein…) and brands that represent today's new luxury. Traditional luxury, associated with heritage and craftsmanship, is melded with the more digital and alternative New Luxury brands like Urban Decay, Clarisonic, Shu Uemura and Kiehl’s.
L’Oréal Luxe’s brand portfolio strives to promote the different specialties of luxury beauty: skincare, make-up and fragrances, while offering high-quality products through a selective distribution channel, as well as excellent service to cater to its diverse consumer base.
L’Oréal Luxe generated sales amounting to 7.2 billion euros in 2015 and grew by 6.1% with outstanding breakthroughs in make-up and women’s fragrances, thanks to the success of “La vie est belle” by Lancôme, Sì by Giorgio Armani and Black Opium by Yves Saint Laurent.
About Global Brands
Global Brands Group Holding Limited (SEHK Stock Code: 787, or “Global Brands”) is one of the world’s leading branded apparel, footwear, fashion accessories and related lifestyle product companies. The Group designs, develops, markets and sells products under a diverse array of controlled and licensed brands and a wide range of product categories. Global Brands’ innovative design capabilities, strong brand management focus, and strategic vision enable it to create new opportunities, product categories and market expansion for brands on a global scale. For more information, please visit the corporate website: www.globalbrandsgroup.com.
About Seven Global
Seven Global is a joint venture between Global Brands, David Beckham and Simon Fuller designed to drive the continued development of all consumer product categories around David Beckham and create large scale global brands in partnership with select high profile iconic sports and entertainment stars and rights holders.
1 Source Euromonitor International Limited: retail value, retail selling prices, 2014