DAILY NEWS: HOUSE 99 - DAVID BECKHAM'S NEW GROOMING LINE

Soccer star and style icon David Beckham is launching a prestige men's grooming brand called House 99 in partnership with L'Oréal. The player named his latest project House 99 because of the team spirit that the name evokes and highlights 1999, the year that marks a turning point in his life, both personally and professionally, when he married Victoria Beckham, had his first son, Brooklyn, and won the treble with Manchester United. All the House 99 products are tailored-made according to Beckham's own needs. Cases in point are the Bold Statement, a tattoo body moisturizer with an SPF 30 that helps preserve their original colors. With his 40-plus tattoos, Beckham would know. Many hair products are informed by the many cool hairstyles sported by Beckham, from shaved to quiffed. The range includes gels, pomades, balms and waxes, treated to resist humidity and sweat. Besides moisturizers, scrubs and cleansers, the line also includes special balms for beards. All, packaged in sleek and timeless black and white boxes. Social media will obviously play a key role in upping House 99's sense of community, as well as generating buzz and hype on new roll outs.