New campaign for Intense Instinct fragrance Shows off tattoos dedicated to children Jay Z's fragrance is outselling Beckham's for first time since launch in 2009.
He lives for his four children so it's hardly surprising that David Beckham loves showing off the tattoos he has dedicated to them.
In his new fragrance campaign, the footballer proudly showcases his ink inscription to his daughter Harper.
The inking sits just above his tattoo of Jesus being carried by three cherubs, which are meant to symbolise sons Brooklyn, 12, Romeo, eight and Cruz, six.
Phwoar! David Beckham looks chiselled in his new advert for his fragrance, Intense Instinct, and ensures that his ink tributes to his children are on show
Beckham said at the time: 'It's Jesus being carried by three cherubs and obviously the cherubs are my boys and so my thought of it is that at some point my boys are going to need to look after me and that's what they're doing in the picture. It means a lot.'
The 38-year-old looks chiselled as he poses topless in the new shot for his fragrance, Intense Instinct.
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'Inspired by David's sharp judgement, self-belief and his ability to overcome any obstacle, Intense Instinct is an aromatic and fruity fragrance that will inspire any style-conscious, focused and driven man,' reads the fragrance's description.
David said: 'Intense Instinct is an invigorating and contemporary fragrance for men with green, luminous notes and woody undertones.
'I believe it's important to trust your instincts in life and this has inspired this new limited edition of my fragrance.'
Image4: Family man: David Beckham takes a photo of his four children, Brooklyn Beckham, Romeo Beckham and Cruz Beckham in the front row before the Victoria Beckham show
David Beckham has been the top selling male celebrity fragrance since 2006 with the launch of his eponymous scent.
Since then Superdrug has sold over 1.5 million bottles bearing Beckham's name. Until now.
It's a battle of the boys in the £400m+ UK male fragrance market as Beckham sees the first serious challenger to his fragrance empire in the form of hip hop icon Jay Z.
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Since launching on Valentine's Day this year, Jay Z's fragrance debut, GOLD JAY Z, has outsold Beckham's latest scent by 8:1, based on two weeks of sales for both launches.
Superdrug even predict that Gold Jay Z will be the biggest male fragrance launch of the year, with multi-million pound revenues.
And it seems that sweet success runs in the family with Beyonce's Rise fragrance topping Mother's Day gift lists.
SOME OF DAVID'S INKINGS
A version of a Renaissance painting of Cupid carrying his wife Psyche to Heaven
A Hebrew translation of 'My son, do not forget my teaching but keep my commands in your heart'
Ring of roses on his left bicep, one for each year of his 11 year marriage to Victoria
Jesus Christ design in memory of his late grandfather Joe West and the word Grandad
An angel across his back in the shape of a cross
The names of the couple's three sons Brooklyn, Romeo and Cruz
A guardian angel on his right arm
Chinese characters down his left ribcage spelling out the saying: 'Death and life have determined appointments. Riches and honour depend upon heaven'
An inscription on his left forearm saying: 'Forever by your side'
A six-inch tattoo of Victoria as a bare-breasted angel, surrounded by stars
An inscription of Victoria's name written in Hindi
Roman numerals VIII.V.MMVI, which stand for the date of his and Victoria's commitment ceremony on May 8, 2006
The Latin phrase De Integro, meaning 'Again from the start'.
'Pray For Me' on his right wrist
A quote by the Roman Emperor Tiberius and also used by Caligula saying: 'Let them hate as long as they fear'
The phrase 'Perfectio In Spiritu' which means 'spiritual perfection'
The Roman numerals VII - which relates to Beckham's old No7 England shirt
The saying 'Amem et Foveam' meaning 'So that I love and cherish'
And another inscription in Hebrew saying: 'I am for my beloved, and my beloved is for me, who grazes sheep in rose-like pastures'
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