LONDON — Coty Inc. plans to bolster the Beckham brand with a his-and-hers duo that will bow Monday.
Dubbed Intimately Beckham, the masterbrand is an olfactive ode to the famously stylish soccer player David Beckham and his wife, ex-Spice Girl Victoria. The scents follow the launch last year of Instinct, a men's fragrance fronted by David Beckham.
"We always believed the Beckham brand could be a master brand," said Stephen Mormoris, senior vice president of global marketing at Coty Beauty, a division of Coty Inc. "[We've planned to] explain the different facets of David Beckham — as an athlete, a fashion icon and an inspiration for young people."
Added to the mix for the first time with the launch is the female half of the Beckham couple and the dynamic between the two celebrities. "Intimately Beckham celebrates their intimacy as a couple, the intimacy of a man and a wife and their belief in beauty," said Mormoris. That relationship is clearly spelled out in the master brand's advertising, which features the couple in an intimate moment against the backdrop of a beaded curtain. Shot by Mikael Jansson, single- and double-page ads picture Victoria, who sports a low-backed evening dress, leaning against David's bare chest; he has his hand on her upper thigh and looks to the camera.
"The issue of intimacy is always important in the life of a celebrity couple," said Mormoris. "In the ad, we [see] an intimate moment in the life of a couple caught in an embrace in a semi-public environment. We were really extremely pleased that both David and Victoria embraced the idea of portraying themselves in an intimate way through the product and the photography."
Industry sources estimate Coty is planning an advertising spend of $5 million to $8 million to support the launch. The David and Victoria Beckham logo and images of the master brand's bottles appear in ads. Designed by Lutz Herrmann, the cubic glass flacons are topped with clear cubic caps. As in the Instinct bottle design, which was also created by Herrmann, a diamond impression is cut into each bottle's base. The women's juice is tinted pink and the men's is tinted amber. The outer packaging has a textured finish.
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