Style icon and football legend David Beckham has launched a new campaign for Biotherm Homme in China.
The L’Oréal Luxe-owned men’s skincare brand invited Beckham to Shanghai last month, where he launched the ‘#StoryOfMyLife’ campaign for anti-aging product ‘Force Supreme Life Essence’.
https://www.youtube.com/watch?v=mtzjf24HMhU
A campaign film starring Beckham, Biotherm’s first global ambassador, features the message: ‘The story of my life is written on my skin. But don’t expect to read it on my face’.
The L’Oréal Travel Retail Asia Pacific Biotherm team invited two duty free retailers, Sunrise Duty Free and Lotte Duty Free, to attend the campaign launch event. Sunrise was represented by Chief Operating Officer Weiling Yang while Lotte was represented by Merchandising Director of Innovation Jeffrey Davis.
Beckham revealed some of his skincare and life stories at the launch event, while guests were encouraged to share their own inside a private animation box. The campaign’s ink element was highlighted by a Tattoo Bar. Biotherm said guests were invited to interpret a life-altering experience in ink by having sneakers and iPhone cases – and even skin temporarily – customised on the spot by four leading Chinese artists.
“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,” explained Biotherm General Manager David Fridlevski.
