Coty, Beckham Get Intimate With New Masterbrand

Coty is bolstering the Beckham brand with a his-and-hers duo, Intimately Beckham, an ode to soccer star David Beckham and wife Victoria.

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.

This story first appeared in the August 18, 2006 issue of WWD.  Subscribe Today.

“It reflects style and sophistication,” said Mormoris.

The eau de toilette’s price points are at the higher end of the masstige market, according to Mormoris, adding that the men’s units are 1 euro to 2 euros, or $1.30 to $2.60, higher than Instinct’s.

“David and Victoria were looking to reach a more upscale market, a consumer who is looking for a sense of sophistication from a couple who embraces fashion,” said Mormoris.

Intimately Beckham for Him will be available as 30-, 50- and 75-ml. sprays, which will retail in the U.K. at 19.50 pounds, 26 pounds and 32.50 pounds, respectively, or $37, $49 and $62. The lineup will include a Hair & Body Wash, a Deodorant Spray and a Deodorant Stick.

Intimately Beckham for Her comprises 30- and 50- and 75-ml. sprays as well, at the same prices as the men’s line. Its ancillary products will include a Body Silk Lotion, a Shower Cream and a Deodorant Spray.

The Intimately Beckham for Him juice, concocted by International Flavors and Fragrances, features notes of bergamot, grapefruit zest, cardamom, violet, nutmeg, star anise, sandalwood, patchouli and amber. The women’s scent, blended by Firmenich, offers notes of white flowers, bergamot, rose petals, Casablanca lily, tuberose, orange blossom, vanilla, sandalwood and musk.

The fragrances will bow worldwide starting in September, except for the U.S. The U.K.’s Superdrug chain will begin selling the line on Monday.

“Superdrug is getting ready for the biggest launch in its fragrance calendar,” the retailer said in a statement, adding it will open its Central London stores early and deliver stock by “Beckham Bikes” on the day of the launch. A bus offering makeovers and samples will travel around London to celebrate the event. “In 2005, Superdrug sold 2,000 bottles of David Beckham Instinct in the first morning it hit shelves.”

While Mormoris declined to discuss forecasts, industry sources estimated the Intimately duo could generate first-year retail sales worldwide in the region of $40 million.

David Beckham recently stepped down as captain of the English soccer team, but Coty plans to keep the Beckham beauty ball rolling. The beauty brand will tackle the U.S. in the fall, when Instinct will hit shelves in Sephora doors. A plethora of other products is also in the works, including possibly a makeup line. “I believe the David Beckham image and popularity will endure for a long time,” said Mormoris, adding that Instinct exceeded initial expectations. “He has done so much to expand the idea of masculinity throughout the world.”