After signing on the dotted line for Versace just over 2 months ago, Jonathan Rhys Meyers has signed on to inject some youthful vigor to the Hugo Boss frangrance brand.
He will appear in a print advertising campaign shot by Rankin that Proctor and Gamble hope will boost the 11 year old Hugo Boss fragrance in the US.
With a rumoured $1 million dollars a year offered to Rhys Meyers, P&G have have high expectations for the Hugo Boss brand.
The twentysomething Rhys Meyers is intended to entice the younger, edgier set for the Hugo franchise, while the Boss franchise draws a slightly more mature and sophisticated user, said Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige.
The campaign marks the first time that the franchise has used a celebrity model, added Munafo. Although neither Munafo nor Loftus would discuss the terms of Rhys Meyers’ contract, industry sources estimated that the actor is earning about $1 million a year as the face of the brand.
The ads will begin running in December men’s and lifestyle magazines.