Israeli cosmetics company Softouch has won the exclusive concession to market in Israel football star David Beckham's skin care product line for men. The line will be sold in stores under the name "Instinct by David Beckham."
The product line was first launched in Europe, and later expanded to The United States, Asia and Africa. The skin care line will be distributed to pharm chains and cosmetics shops in Israel by the end of the week.
Soccer idol Beckham has been involved in every step of the line's manufacturing, from selecting the fragrance to designing the bottles, selecting the packaging and launching the products.
The line compiles of perfume, aftershave, daytime moisturizer, facial cleanser, deodorant, soap and shampoo.