L’Oréal Luxe’s brand Biotherm Homme has recruited David Beckham to promote their new men’s grooming line. The company, along with N°1 in premium men’s skincare, Seven Global, and David Beckham and Simon Fuller’s joint venture with Global Brands, announced a long-term partnership to develop a new line under the Biotherm Homme brand.

The collection, of both skincare and daily grooming products, will launch in 2017. As part of the collaboration, England’s football icon becomes Biotherm Homme’s first global ambassador. David Beckham’s first Biotherm Homme campaign, for the brand’s N°1 moisturizer Aquapower will break online in June.

“I’m excited to be working with Biotherm Homme,” said David 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 labor very soon.”

“The partnership between Biotherm Homme and David Beckham is set to shift the boundaries in 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.”

“Men’s grooming represents a significant opportunity for our business,” said Jason Weisenfeld, President of Seven Global. “With Biotherm Homme, we now have the perfect partner to become a best-in-class, global leader in men’s skincare.”

By entering a several year partnership, Biotherm Homme and David Beckham plan to impact male behavior 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.

If you are new to the French luxury skincare line, Biotherm Homme in 1985. Since that time Biotherm Homme has been pioneering men’s skincare, creating solutions to respond to the specific needs of men’s skin, with products such as the gel moisturizer Aquapower and the corrective anti-aging cream Force Supreme. Biotherm Homme is one of 18 brands across the L’Oréal Luxe portfolio.