Biotherm launching men's skin care line with David Beckham

LONDON -- L’Oréal Luxe brand Biotherm Homme has named global superstar athlete David Beckham as its first skin care ambassador and plans to launch a new line co-developed with the star.

Beckham has dabbled in the beauty industry since quitting soccer, but is now trying his hand in the trendy men's grooming category with L’Oreal.

At first, Beckham will star in a Biotherm Homme campaign for the brand’s No. 1 moisturizer Aquapower in June. Then the brand will join with Beckham to develop a men’s grooming line. The collection, of both skin care and daily grooming products, will launch in 2017. 

“The partnership between Biotherm Homme and David Beckham is set to shift the boundaries in the men’s skin care 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 skin care 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.”

By entering a several year partnership, Biotherm says it hopes to impact male behavior with regard to skin care. Beckham is considered a leading influential across generations of men. He was recently voted “Sexiest Man Alive” by People magazine, is famous worldwide for his impressive record in sport, and respected for being devoted to his family and his philanthropic work on behalf of UNICEF, according to Biotherm.