L’Oréal Travel Retail is readying the launch of David Beckham’s new House 99 grooming brand in travel retail. House 99 products will feature at London’s Harvey Nichols from 1 February, rolling out to other British retailers and 19 countries worldwide from March.
The brand will make its travel retail launch on a podium at Heathrow Airport from 1 March.
Dubbed as the “man with one of the most recognisable faces on the planet”, Beckham, a British former professional footballer, is known for his style and grooming. House 99 is said to combine his art of grooming with the heritage of barbershop techniques.
The Beckham touch: House 99 combines the celebrity’s art of grooming with barbershop heritage
“For me, grooming is not about how you look, but how you feel,” Beckham said.
“Changing how you wear your hair or growing your beard is a personal decision. House 99 helps you do that. I created House 99 to give people the inspiration as well as the right products to try out something different and feel completely at home doing so.”
House 99 was named as such by merging two components important to Beckham. The word ‘house’ reflects his goal to build an inclusive community of grooming aficionados, to share style tips and recommendations. The number 99, which he has tattooed on his hand, marks a “critical” year in both his personal life and career.
“House 99 was created to support men, to give them the tools they need to create whatever look they are going for, to feel confident in their lives,” Beckham added.
According to L’Oréal Travel Retail, House 99 merges barbershop culture with skin and haircare creativity in 21 products for beard, shaving, face, body, tattoo and hair.
Beard care and shaving products include: Get Groomed Purifying Beard Scrub, enriched with Black Charcoal, Volcanic Stone and Ginseng; Seriously Groomed Beard & Hair Balm; Softer Touch Beard Oil; Neat Cut Shaving Cream; Smooth Cut Shaving Foam; and Sharp Cut Shaving Stick.
Haircare and styling products include Going Big Thickening Daily Shampoo, Twice As Smart Taming Shampoo & Conditioner and Strip Clean Anti-Dandruff Shampoo. A Smooth Back Shaping Pomade targets short to medium-length hair and Tight Grip Fixing Spray promises long-lasting high hold. Change it Up Texturizing Clay and Going Strong Styling Gel are also offered.
Beckham aims to build a ‘house’ of grooming aficionados, to share style tips and recommendations
The House 99 skincare range includes Greater Look Face Moisturizer, Purefectly Clean Face Wash with peppermint extracts, Spruce Up Toning Lotion, Broad Defense Face Moisturizer SPF20 and Truly Brighter Eye Balm.
Bodycare products include Bold Statement Tattoo Body Moisturizer SPF30 to enhance tattoos’ brightness, Polish Up Body & Hair Wash and Cool Off Spray Deodorant.
Quinoa and Spirulina, said to strengthen hair and beard fibres, energise the body and smooth the skin, are key components of House 99’s formulas. Top notes are bergamot and grapefruit; heart is sage and marine, with a base of vetiver and amber.
“For me, grooming is not about how you look, but how you feel”
The “understated cool” black and white House 99 design, was inspired by Beckham’s 99 tattoo.
