The latest gorgeous, pouting face of a beauty brand is… David Beckham. Yep, striking a blow for older models, the 41-year-old is teaming up with L’Oréal’s Biotherm brand. But this is no attempt to target older consumers. In fact, millennials are the consumers in Biotherm’s sights.
And it’s not just a smile-for-the-camera deal either as the football star-turned-national-treasure is going to co-create an entire men’s line of skin and body care products under the Biotherm Homme banner.
But that’s next year. For now, he’ll be seen as the face of top sellers Aquapower Gel moisturiser and the brand’s Force Supreme range.
Beckham said he’d been thinking about skincare for a while and “it all came together,” when he started talking to Biotherm, WWD reported today. Not sure what Coty will this of that – the rival beauty giant currently markets his fragrance portfolio.
Meanwhile, wife Victoria last month inked a deal with Estée Lauder Cos for her make-up line so the very valuable Brand Beckham now has three of the world’s biggest beauty specialist companies in its portfolio.
Before he retired from playing football, Beckham was one of the world’s highest-paid players with endorsement deals aplenty. But since ‘retiring’ he’s transformed himself into a lifestyle brand, aided by the many activities of his wife and kids. But despite their fashion lines and endorsement deals, it’s David who’s the real family powerhouse and who seems to be able to do no wrong in consumers’ eyes, whether he’s displaying his assets for H&M, promoting Haig Club, updating expanding menswear brand Kent & Curwen’s collections or generally aiming for world domination on the lifestyle front.
Apparently, development work on what I’ll call (for now) Biotherm by Beckham has been going on for a while and the man himself will be going to Paris to meet with the boffins at L’Oréal’s labs in the next few weeks.
Does this mean that, despite the hype, it’s still basically about Beckham being the ‘face of’? Not according to Biotherm general manager David Fridlevski.
“The range is going to be targeted to his [Beckham’s] needs in skincare and grooming in general. He really wants to be part of the development,” Fridlevski told WWD.
He also said David Beckham is seen as a style leader for the company’s 25-to-35-year-old target customers whose approach to their skin “is less linked to old-fashioned stereotypes of masculinity.” Why David Beckham? “When you observe online and see YouTube tutorials about how to look like Beckham, it’s clear,” he said, explaining how influential the mega-celebrity is.
Fridlevski said the partnership is a long-term one and that there’ll be eight-to-12 products priced at €20 to €40 available at launch. And the potential market size? Well, we haven’t been told exactly but we do know the millennial male market globally is huge… and high-spending. The potential in Europe and the US is probably (for now) higher than Asia where male skincare is a much smaller market in the region’s largest economies (China and South Korea). Although Fridlevski told WWD that the market there is still developing – and, of course, it’s undeniable that David Beckham profile in such countries is very high.