L'Oréal USA's International Designer Collections Division’s has announced a new Guy Laroche fragrance, Drakkar Essence, with NFL quarterback Cam Newton serving as face of the campaign.
Continuing the legend of the popular Drakkar Noir fragrance, which rolled out in 1982, Drakkar Essence expresses the same conquering spirit, in a contemporary and thrilling new way, championing action, energy, strength, power and unstoppable self-confidence, according to L’Oréal.
Drakkar Essence is billed as a classic and aromatic fougere fragrance with sparkling, energetic fresh top notes that lead to a woody, masculine finish.
"The ambition for Drakkar Essence was to open another segment of the market, the millennial generation," said Alexandre Choueiri, President International Designer Collections, L'Oréal USA. "To embody Drakkar Essence, we were looking for a strong, young American athlete who not only excels in the sport he does, but who can also deliver more on an emotional level. Cam Newton's wit, charm, self-confidence, charitable action and sense of purpose are the attributes that make him so appealing to his fans, personifying the next evolution of the Drakkar brand."
The Drakkar Essence launch will coincide with a sustained social media campaign fueled by exclusive video and photo content of Newton, who will also be featured in print and digital advertising materials. Through a series of social concepts, Newton—who is known for his signature superman pose—will encourage consumers to share their own power poses.
For every social media submission using hashtag #showyourpower, L'Oréal USA's International Designer Collections Division will donate one dollar to the Cam Newton Foundation, a non-profit organization that provides resources to underprivileged youth.
The Drakkar Essence collection will be available at Macy's, Dillard's and Belk stores nationwide beginning in mid-August.