When it comes to personal brands and celebrities bringing their clout to all manner of products and services, it doesn’t get much bigger than David Beckham. The British football legend continues to ‘Brand it like Beckham’ with release of HOUSE 99, a ‘global brand that will change the rules of the grooming game.’
The London-born footballer, widely considered an icon of ‘the new masculinity,’ is partnering with L’Oréal Luxe on the new FMCG/CPG venture that launches Feb. 1st at Harvey Nichols before a global rollout a month later.
Two years in the making, the collection of 21 products covers a range of men’s style needs, ‘merging British barbershop culture and style with hair, skin, beard and tattoo creativity to build a home for every man’s next look.’
Grooming is not about how you look, but how you feel. It’s about feeling comfortable, trying new things and shaping your next look. Gentlemen, @House99 by @davidbeckham is here to help Launching exclusively at #harveynichols on 1.02.18. Head to @harveynicholsmen for the latest updates. #House99 #HomeToYourNextLook
“For me, grooming is not only about how you look, but how you feel,” Beckham stated about launching a “his” collection to go with “hers,” with wife Victoria having her own makeup line with Estée Lauder.
“It’s about being comfortable, trying new things and shaping your next look. I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so. House 99 is here to support men, to give them the tools they need to create whatever look they are going for. Welcome to the house.”
The name, HOUSE 99, combines Beckham’s intent to build an inclusive community of grooming aficionados and 99, tattooed on his hand marks the year he married Victoria, his eldest son, Brooklyn was born, and Manchester United won the treble.
While the brand launches in the UK, exclusively at Harvey Nichols, on February 1st, it will roll out to other British retailers and 19 countries starting March 1st.
Among the unique takes on masculine style, House 99 offers Bold Statement Tattoo Body Moisturizer SPF30. Given how his 40+ tattoos have acted as a significant reflection of David’s story, marking his major milestones, Beckham is an advocate for protecting skin to maintain ink-work.
The spray moisturizer, for example, “leaves skin supple and leaves no residue (while) the protective SPF 30 blocks UV rays to preserve tattoos’ original colors and enhance brightness.”
As for the ingredients, quinoa and spirulina form the heart of HOUSE 99’s formulas, chosen for their health-boosting properties: “These natural protein-rich actives combine the essential constituents needed by hair and skin that can’t be synthesized by the body—working to strengthen hair and beard fibers, energize and revitalize the body and illuminate and smooth the skin.”
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