Biotherm Homme and David Beckham go digital in Shanghai for new product range

By Natasha Spencer

- Last updated on GMT

Biotherm Homme and David Beckham go digital in Shanghai for new product range

Related tags: Hygiene, Skin

International celebrity David Beckham and Biotherm Homme, the luxury skincare brand, partner in Shanghai to promote male grooming through its Force Supreme Life Essence range.

On 9th November 2016, global superstar and male grooming advocate David Beckham and French luxury skincare brand, Biotherm Homme, promoted the company’s Force Supreme Life Essence products using a digital marketing campaign.

Male grooming

At the PR event, journalists and influencers within the APAC personal care and male grooming markets were invited to the Waterhouse, Shanghai to experience a #StoryOfMyLife.

The concept behind the #StoryOfMyLife campaign film, which starred Beckham, was to turn skincare into a life celebration. The marketing campaign contained a key powerful message to promote the male personal care market in APAC and appeal to the male demographic: “The story of my life is written on my skin. But don’t expect to read it on my face.”

The Force Supreme range, with all-new Force Supreme Life Essence, helps to cleanse male skin, target the eye zone and help to hydrate also to avoid the skin from becoming redder, opening pores and feeling less firm.

Biotherm Homme’s Life Plankton Essence anti-ageing formula has now been made for men to respond to this growing market.

Celebrity endorsement

“I recently discovered the new Force Supreme Life Essence which is really a booster in the morning. I feel like my skin is transformed,”​ said David Beckham in a recent press release.

With David Beckham’s endorsement, the #StoryOfMyLife campaign was also embraced by guests who, following Beckham’s on-stage skin care tales and life stories, also shared theirs inside a private animation box.

The campaign’s ink element was also reflected in a Tattoo Bar that invited guests to have an instantaneous temporary tattoo by four leading artists from China’s art scene.

Digital experience

“We’re bringing the height of skincare tech together with digital-goes-real experience, to turn around the age-old concept that your life story is written on your face,”​ said David Fridlevski, Biotherm General Manager.

Biotherm Homme created the digital campaign to advertise its new Force Supreme Life Essence - an anti-ageing product that aims to provide multiple benefits and the solve various needs of men’s ageing skin.  

Previously, the French luxury skincare brand Biotherm Homme, which celebrated its 30th anniversary in 2015, has created an array of personal care solutions for the male market including the breakthrough gel moisturiser Aquapower and the corrective anti-ageing cream Force Supreme. In total, it has over 80 advanced skincare solutions that all contain aquatic ingredients.

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