No stranger to an endorsement, yesterday, English soccer star David Beckham was announced as the new global ambassador of L’Oreal Luxe’s brand, Biotherm Homme. The joint venture between Beckham and Simon Fuller is suspected of launching in 2017. It will result in a range of luxurious skin care and daily grooming products for the modern day man.
“The partnership between Biotherm Homme and David Beckham is set to shift the boundaries of 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.”
With the long-term partnership, Biotherm Homme and David Beckham plan to impact male behaviour 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.
“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.”
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 moisturiser 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 ensure light and invigorating textures. Biotherm Homme is one of 18 brands across theL’Oréal Luxe portfolio
Visit the Biotherm Homme website.