The Biotherm Homme and David Beckham tie-up will see the launch of a men’s grooming line and the athlete feature as global ambassador.

Biotherm Homme, under the Luxe portfolio by L’Oréal, has inked a long-term partnership with Seven Global, David Beckham and Simon Fuller’s Global Brands to develop a dedicated men’s line. Set to launch in 2017, the collection with entail both skincare and daily grooming products.

As part of the collaboration, the England football legend is to serve as inaugural Biotherm Homme global ambassador. Meanwhile, his first campaign for the company’s Aquapower moisturiser is scheduled to break online in June. The multi-year deal aims to impact make behaviour with regard to skincare.

Recently voted ‘Sexiest Man Alive’ by People magazine, while recognised worldwide for his record in sport, respected for being a devoted family-man, and celebrated for his philanthropic work with UNICEF, David Beckham is considered a leading influence across generations of men.

“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,” said David Fridlevski, General Manager of Biotherm.

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