[London] Coty has created a division called Beckham Beauty House to launch a global range of toiletries and cosmetics branded with the names of the English soccer star and his wife, former Spice Girl Victoria. The company, whose brands also include Rimmel and Lancaster, wants to expand its business in Asia, which accounts for only 3% of sales, by capitalizing on the appeal of David and Victoria Beckham there. The range will also launch in the U.S. and Europe, which together accounted for 89% of global sales of $2.1 billion for the year ended June 2005.
Beckham Beauty House's first product, a men's fragrance called Instinct, will be tested in Europe this fall before rolling out internationally. The former golden couple has suffered bad press over the last year, with reports of heated arguments and infidelity. However, they have maintained a united front. Coty, the world's largest fragrance company since buying Unilever's prestige-fragrance business last month, already has deals with stars including Jennifer Lopez, Celine Dion and Mary-Kate and Ashley Olsen.