David Beckham: House 99

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Insight

We live in the golden era of men’s grooming.

Experimenting with style is an empowering process – and the industry’s global market potential is boundless. Valued at over $24 billion, the male toiletries category has long needed a holistic brand that speaks to a diverse and global consumer. David Beckham has been at the helm of the men’s grooming revolution for decades, proof of the power of reinvention.

Idea

House 99 is more than a grooming range, it’s a community.

Led by David Beckham, House 99 champions a strong and distinguished identity through clear and courageous brand positioning, customer experience and social strategy.

Through playful grooming “When-To’s”, (the House’s take on the classic “How-To” guides), dynamic visuals, witty, long-form editorial and a diverse cast of influencers, House 99 seeks to lift the filter on male grooming, making it accessible to all.

This digital-first brand embodies David’s vision to challenge the conventions of masculinity, providing a space for all men to inspire each other to evolve and experiment with their aesthetic.

Impact

House 99 created a loyal community ecosystem providing inspiration now and into the future.