Revise Your Classics

Dubai, United Arab Emirates - Thursday, May 29th 2014 [ME NewsWire]
Prepare to revise your classics.  David Beckham introduces his new fragrance for men: Classic, a woody citrus spicy scent that captures the unique spirit of David’s celebrated look.  The perfect finishing touch, David Beckham Classic is the essential new accessory for men with enduring style.  A modern classic.

Renowned for his innate fashion sense, David Beckham is an international icon; the embodiment of 21st century masculinity.  His undeniable allure comes from his ability to wear classic looks with his own modern twist, creating trend-setting styles. Effortlessly cool in casual attire or a sharp-tailored suit, David carries off every outfit with confidence, charm and poise.   It’s no wonder that the world watches his every move with fascinated awe.

Inspired by David’s flawless, style, David Beckham Classic has an ultra-modern signature.  A fizzy mix of gin tonic accord, lime and galbanum gives the fragrance an initial burst of effervescent freshness.  From this emerges a spicy yet crisp body of cypress, nutmeg and mint that entices the senses.  Finally, in the drydown, a blend of warm woody notes and addictive ambermax adds a refined elegance.  

Talking about David Beckham Classic, David Beckham says, “I like to think that I’ve got my own distinct look, which reflects who I am. My new fragrance, Classic, is an expression of my style – it’s a modern, masculine scent which I hope will appeal to everybody”

A Contemporary Design Classic

The striking pack design perfectly reflects David’s individual style, which blends traditional and contemporary influences.  The unusual cylindrical glass bottle is embellished with a herringbone pattern of diagonal lines, resulting in a highly tactile design that simply demands to be touched.  Through the glass, the amber-coloured juice can be clearly seen, creating a rich, warm aura.  In contrast, the sleek silver cap adds a modern, masculine edge to the design.  As a finishing touch, the bottle’s smooth glass front is decorated with a sleek white label featuring the distinctive David Beckham logo: his name written in a bold typeface, with a circle shape stamped out of the final letters.

The David Beckham Classic bottle is housed in an elegantly understated black box, embellished with the same herringbone pattern, evoking chic tailoring.  Like the bottle, the front of the box is adorned with a simple white label bearing the David Beckham logo in black and the fragrance name in burnt orange.  The overall look is one of suave sophistication.

Classic Advertising Campaign

The beautifully shot television and print advertising campaign conveys the fragrance’s refined personality.  The TV advert opens with David Beckham, in casual attire, entering the rarefied, masculine atmosphere of a contemporary Savile Row-style tailor for a final suit fitting.  As he dresses, the contrast between his muscular, tattooed body and the luxurious fabrics of his crisp white shirt and tailor-made suit is striking.  Once fully clothed, David considers his reflection in the mirror before reaching into his suede holdall for his Classic fragrance - the only finishing touch he requires.  Finally, David exits up a staircase into the light, reminiscent of a footballer ascending to collect a trophy, as we hear the tagline ‘revise your classics’.

Perfectly complementing the television commercial, the print advertisement features a stunning sepia shot of David wearing the same impeccable suit, with no tie but with his shirt buttoned all the way up to give his look a signature twist.  Sitting in a relaxed pose and exuding an assured elegance, David looks intently into the camera.  The resulting image is smooth, sophisticated and utterly timeless.

It’s time to discover a scent with incredible style: David Beckham Classic

DATA SHEET

CLASSIC BY DAVID BECKHAM

David Beckham introduces David Beckham Classic, his new fragrance for men.  Capturing the unique spirit of David’s iconic style, which blends traditional tailoring with modern flair, this woody citrus spicy scent is the perfect expression of contemporary elegance.  Revise your classics.

Top Notes:                             Gin Tonic Accord, Lime, Albanum

Heart Notes:                          Cypress Orpur, Nutmeg, Fresh Mint

Dry Down:                             Texas Cedarwood, Ambermax, Vetiver

Range:                                   Eau de Toilette 60ml, 90ml

                                                Deodorant Stick 70g/75ml

Perfumer:                               Aurélien Guichard from Givaudan

Packaging Designer:            Carré Basset

On-Counter:                          September 2013

Contacts

Shehrazad Bellil

Communications Executive

Shehrazad.Bellil@havasprme.com 

+971 4 455 6000