See guys? Even David Beckham wants to look good. Of course we all knew that but having the face of David Beckham using skincare products is maybe one motivating factor to get more guys to take better care of themselves. Reported by Bloomberg Businessweek Magazine, Beckham will be launching his new product, House 99, in partnership with L’Oreal SA. (also reported by several other mags, like British Vogue, GQ and others – just google it)
Obviously, there’s a lot of money to be made for companies like L’Oreal SA. What makes me excited is that it hopefully creates demand that spawns new products and more communities of guys motivating one another to take better care of themselves. Its a really easy formula: take better care of yourself then feel better then get more confidence/energy/motivation and then magically you are a little bit happier. Rinse, repeat.
House 99 is your basic set of products like cleaning your hair and body, in addition to one standout: Truly Brighter Eye Balm. This is a big deal that he’s using both face moisturizer as well as eye balm. He’s missing some SPF. The ingredients of the face moisturizer are pretty basic – same for the eye balm. Using something is better than nothing in my opinion.
“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.”
What the Bloomberg article is more focused on is the market. This year the market for men’s fragrance, toiletries and shaving products will top $50 billion.
For House 99, L’Oréal plans to follow the playbook of its women’s cosmetics units, which build communities of YouTube and Instagram influencers who film tutorials and swap tips and tricks. While there’s less online buzz about men’s grooming, Fridlevski says it’s growing fast.
– Bloomberg Businessweek
Its obvious that shaving is the gateway drug to skincare for men and I’m excited to see the market broadening a bit further. This is a great opportunity for guys to get into the game without as much of the social stigma. Get after it!