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Daughter Harper isn’t the only new project David Beckham has going on: The soccer star is set to launch a new scent, David Beckham Homme, in September.
This story first appeared in the July 22, 2011 issue of WWD. Subscribe Today.
“David Beckham Homme is a strategic launch for us and represents a key new orientation for the David Beckham fragrance brand — getting back to the male roots of the brand, enhancing David as an athlete and an aspirational man and building a new pillar to the David Beckham franchise,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. The scent’s masculine bent also is a boon for Coty, he noted. “It brings a lot to Coty Beauty as we don’t have many iconic male brands, so this brand is and remains strategic for us,” he said. “We are ambitious, and we want a new hit.”
While Mormoris declined comment on projected sales, he noted that the scent could exceed the figures generated by Beckham’s 2006 Instinct launch, which generated worldwide sales of more than $60 million at retail. While most Beckham scents have involved pulsed rollouts, David Beckham Homme will launch in all global markets simultaneously.
Concocted by Firmenich’s Pierre Negrin, the scent has top notes of citrus, ginger, pine and fiery pepper; a heart of cashmere wood, leather and rosemary, and a drydown of mahogany wood, patchouli and skin musk. Eaux de toilette in three sizes — 0.5 oz. for $17.83, 1 oz. for $25 and 1.7 oz. for $33 — will be sold. Outside the U.S., Coty will also offer a 2.5-oz. size, along with a hair and body wash, deodorant body spray and deodorant stick. Coty is unveiling a new brand logo for Beckham with the range, a circular design with a dark gray metallic typeface.
Print advertising, shot by Alasdair Mclellen, features a color shot of Beckham against a gray background with a product shot of the fragrance. In the U.S., it will begin breaking in October fashion, beauty and lifestyle books. A TV campaign has been shot by Anthony Mandler and a new dedicated Web site for the scent is also expected.