Beckham’s House 99 continues global travel retail roll-out

INTERNATIONAL. David Beckham’s grooming brand House 99 – which sets out to demystify men’s grooming – is quickly expanding its footprint in the duty free and travel retail channel.

The men’s grooming collection, produced by L’Oréal – and fronted by one of the most recognizable faces on the planet – launched in March across various airports, mainly in Europe. Now L’Oréal Travel Retail (LTR) has a wider roll-out programme in place.

From June travellers flying through Hong Kong International Airport have also been discovering House 99, and from August an eye-catching pop-up store will appear. Meanwhile, in July, the Americas will see House 99 at Puerto Iguazu in Argentina), followed by a roll out to Miami and Atlanta airports in the US.

Shilla and Lotte connect shoppers digitally

House 99 has also created a buzz online and on social media with its own digital channel. Recently, Asian customers have connected with the brand on Shilla Duty Free’s website, while Lotte Duty Free will welcome the brand on its site soon.

According to LTR, House 99’s holistic approach to beauty – with its incremental categories of beard care, haircare and skincare, and with David Beckham as a coach – “has enabled the recruitment of new travelling customers who do not usually buy skincare in duty free”.

The barbershop-inspired concept with the aim of mirroring Beckham’s own style rituals to deliver grooming excellence “is engaging” said LTR. Passengers are invited to enjoy the experience by having their beards trimmed, be shaved or get a facial treatment. Experts are also on hand to give advice and tips about exploring their own style and identity.

Room to groom: A traveller gets some House 99 pampering treatment at Manchester Airport.

‘An increasingly dynamic sector’

Gebr Heinemann Director Purchase Perfume & Cosmetics, Britta Hoffmann, said: “We see a lot of potential in House 99 and are excited to introduce the fantastic brand in selected retail locations. It is definitely exhilarating to watch the brand turn into another success story.”

At SDA (Société De Distribution Aéroportuaire), the joint venture between Group ADP and Lagardère Travel Retail, Operational Marketing Manager, Alexandre Guiffard, added: “The creation of House 99 complements an increasingly dynamic sector and reflects men’s concerns and a state of mind: to be uninhibited, groomed but not to excess, comfortable and confident in your own skin.

“House 99 brings many assets, particularly by covering new sectors (beard and tattoo) and remaining accessible, which allows us in travel retail to distinguish ourselves with a targeted, yet very universal, range.”

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