Ever drawn similarities between yourself and Victoria Beckham?
Of course you have, who hasn’t? As for husband David Beckham? Well, I’m yet to meet a woman who wouldn’t go there.
But like all the handsome British men that have ever graced the pages of say, GQ magazine, they’re swiftly snatched up and locked into relationships so enviable we can’t help but love to hate them.
Then suddenly, within moments of realising that we might not wed Prince Harry after all, we fall victim to marketing tactics convincing us that if we can’t have them, then at least we can make our significant other smell, dress and groom like them… right?
But before you go doubting yourself for purchasing three bottles of Dior Sauvage with the hope that the cologne would magically transform your beau into Johnny Depp overnight, know that celebrities have been steadily diversifying their income from endorsements and partnerships through to retailing products for decades. And while we’ve become accustomed to seeing male celebrities and sports players endorse clothing, colognes, supplements and the like, David Beckham has taken his latest venture one step further by developing his own grooming line: House 99.
The power move from the former soccer star comes in the form of a thirteen piece collection in partnership with L’Oréal, ranging from hair products through to moisturisers and everything in between.
The world-class athlete and, let’s be honest, style icon, has always taken his appearance seriously, taking bold risks and never succumbing to mediocrity, which in turn saw him heavily invested in the line with his involvement guiding all touchpoints including the product name, range, design, packaging and even the formulas.
House 99 heavily draws on the British barber shop culture and is designed to reflect Beckham’s own merited grooming rituals. Containing ingredients renowned for their health benefits, such as quinoa and spirulina, paired with the expertise from L’Oréal, GQ says of House 99: “A half-assed skin-care line this is not.”
In other words, this is as close to the real deal as it gets. No post-Sauvage-purchase-remorse in sight.
“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,” Beckham said in a statement.
“I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so. House 99 is here to support men, to give them the tools they need to create whatever look they are going for.”
Not to mention his choice of “99” in honour of undoubtedly one of his most remarkable years to date including three significant milestones; the year he married Victoria, the birth of their first son Brooklyn, and when Manchester United won the treble.
Could he be any more charming?
This could be the equivalent to men what Victoria’s collaboration with Estée Lauder means to women and makeup enthusiasts alike. So, yeah, a pretty big deal.
While it won’t be on shelves in time for Valentine’s Day, the grooming line will be available in 19 countries from March 1, 2018.