David Beckham is launching Homme by David Beckham , his third fragrance with Coty, which is apparently meant to have a more masculine image. Steve Mormoris, senior vice president of global marketing for Coty Beauty, told WWD,

David Beckham Homme is a strategic launch for us and represents a key new orientation for the David Beckham fragrance brand — getting back to the male roots of the brand, enhancing David as an athlete and an aspirational man and building a new pillar to the David Beckham franchise.

Although Homme sounds like it’s all about the branding, here’s a breakdown of the scent: top notes of citrus, ginger, pine and fiery pepper; a heart of cashmere wood, leather and rosemary, and a drydown of mahogany wood, patchouli and skin musk.

The print campaign was shot by Alasdair Mclellen and a commercial is on its way…