by Brian Lipton

David BeckhamFrench luxury skincare brand Biotherm Homme has announced a long-term partnership with Seven Global, David Beckham and Simon Fuller’s joint venture with Global Brands, to develop a men’s grooming line which will launch in 2017. Biotherm is part of the L’Oreal Luxe group of brands.

As part of the collaboration, Beckham will also become the first brand ambassador for the company’s Biotherm Homme campaign, beginning with a sport for its mositurizer, Aquapower. That campaign will break online in June.

Beckham, who was named People magazine’s “Sexist Man Alive,” has his own line of bodywear for Swedish retail giant H&M.

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

“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. 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.”

“I’m excited to be working with Biotherm Homme,” said 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.”