Coty Inc. intends to capitalize on the success of the Beckham fragrance brands by establishing a Beckham Beauty House franchise to include a line of men’s ‘grooming products. The range will also include men’s fragrances in keeping with the hugely successful his and hers Intimately Yours brand called “Intimately Beckham for Him” and “Intimately Beckham for Her”. Senior vice president of marketing for Coty’s, Michael Ferrara, says the company expects the Beckham brand in the USA to ‘at least equal sales in international markets’.

The Beckham’s fragrances were also released in the U.S.A. this month following on the heels of David Beckham’s $250 million contract signing with Major League Soccer team, L.A. Galaxy.