David Beckham’s House 99 range, which launched this year, is seeing a platform in airports across the world, according to L’Oréal’s Travel Retail division.
“Since the month of March, various airports, especially in Europe, have started to highlight HOUSE 99,” explains the company.
“The staging of HOUSE 99 in the dedicated spaces perfectly reflects a place where free spirits can encounter style and grooming.”
The brand features 21 grooming products, and its launch is a sign that the male grooming category - picked out as a major trend leader in 2018 by CosmeticsDesign - is already making strides to capture greater market share this year.
“For me, grooming is not only about how you look, but how you feel,” Beckham said in a statement on the launch earlier this year.
“It’s about being comfortable, trying new things and shaping your next look. I created House 99 to give people the inspiration as well as the right products to experiment and feel completely at home doing so.”
According to L’Oréal’s Travel Retail team, the airport environment is an ideal opportunity to showcase the brand and encourage men to consider more committed grooming routines.
Travellers are able to have their beards trimmed, be shaved or get a facial treatment. Experts provide them with plenty of advice and tips to allow them to explore their own unique style and express their identity.
“The one-of-a kind expression of barbershop-inspired retail with the aim to mirror David Beckham’s own style rituals and deliver grooming excellence is quite engaging,” the company says.
“Traveling customers are encouraged to discover, experiment in a relaxed and playful environment filled with marble, wood and copper- and be inspired by the House 99 community led by David Beckham.”
HOUSE 99, the company says, offers a variety of expert grooming solutions for every male hair and skin type, to “perfectly meet travelers‘ needs whatever their grooming habits, aspirations or purchasing power”.