Of course David Beckham is launching a grooming range

Of course David Beckham is launching a grooming range

Here’s what we know so far

Site: Samantha Ledlin

Image: (Image: supplied)

David Beckham is taking over your bathroom shelf, one moisturiser at a time

There are certain pieces of news that make you go, "how in the hell has this not happened yet?" Like Tina Fey and Amy Poehler have not hosted the Oscars (go Francis BTW), and Robbie Williams not having a sex tape. Right up there is David Beckham not yet bringing his mega-brand to the burgeoning men's grooming market. Well, hold the moisturiser because it's about to drop. He already spruiks 13 fragrances - including the very oddly named Intimately Beckham - so it makes sense that eventually he plans on taking over the entire bathroom shelf of men around the world.

The upcoming venture is named House 99 - after the year he wed Queen Vic (bless), became a dad (naaaaaw!) and did something or other on the football field. There are 21 products in the range that run from skin care to hair styling and even tattoo care.

Of course David Beckham is launching a grooming range (фото 1)

In a generic statement no doubt crafted by an even more generic PR hack, Becks noted, "I'm so excited to finally share House 99 with everyone around the world. For me, grooming is not only about how you look, but how you feel. 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."

While the mission statement is practically Xanax in print, the product themselves will be anything but. For a start, Becks knows that success lies in teamwork and he has joined with the might of L'Oreal for this (which means mega R&D and a helluva marketing budget). Better still, there's his track record as a bona fide pioneer of male style. Over the years, his hair and clothing choices marked him as an athlete willing to take a chance amid scores of others desperately, boringly, tediously playing it safe. There were some misses - cornrows! - but so many more hits and that's why millions of dudes around the world entertained the thought "well if it's good enough for Becks..."

The off-white and black packaging doffs its flat cap to British barbering culture while incorporating of-the-moment ingredients such as spirulina and quinoa. Smart moves - literally and figuratively. The powers that be are keeping pretty mum on the rest of the deets ahead of the March 4 launch, but Becks and L'Oreal know a thing or three about masstige, so look out for House 99 on your local chemist's shelves very soon. He shoots, he scores.

Of course David Beckham is launching a grooming range (фото 2)

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