Coty is launching David Beckham's signature scent in the US.
The international company have licensed his Instinct fragrance under a franchise called Beckham Beauty House.
The footballer and pop culture icon is moving to the States in the summer after signing a deal with the Los Angeles soccer team.
According to media post Coty are marketing the brand to men under 34 years of age who love sport as well as women who admire Beckham as a fashion icon.
The advertising campaign will launch in magazines including People, Maxim, and Glamour and is followed by television and on-line activity.
Victoria Beckhams fragrance of the same name will also be launched to a US audience - therefore increasing the power of Brand Beckham.
Patricia Johnson
Tagged in David Beckham