Yellowstone Star Luke Grimes Is New Face of Stetson Original

Stetson and Scent Beauty, Inc. announce that actor and recording artist Luke Grimes, star of the smash hit Paramount television series Yellowstone, is officially the new face of Stetson fragrances. 

 

Stepping into a role most recently played by Tom Brady and Matthew McConaughey, Grimes joins Stetson as the brand continues the expansion of its fragrance and grooming offering, built on the foundation of its signature Stetson Original fragrance, which recently celebrated its 40th anniversary.

 

Founded in 1865, Stetson was born from the spirit of the West and grew to become an American icon.

 

Leading up to the highly-anticipated Season Five premiere of Yellowstone—America's most-watched TV show—Grimes joins Stetson as the spokesperson for the brand's grooming and fragrance products.  Shot on location at the iconic Diamond Cross Ranch outside Jackson Hole, Wyoming by director and photographer Blair Getz Mezibov, the new campaign showcases Grimes in his element against an epic Grand Tetons backdrop.

 

“We are excited to welcome Luke Grimes to Stetson,” said Steve Mormoris, CEO of Scent Beauty, Inc. “He embodies a new, sensitive masculinity very relevant in America today. His love of the outdoors, and connection to the American West, as well as his superb acting and musical talents, make him a perfect spokesperson.”

 

The national campaign will air on traditional and digital channels, including social media starting on October 25. Supporting the television and digital campaign will be a robust print campaign within lifestyle and fashion-based media.

 

In conjunction with the campaign launch, Stetson will continue to expand its fragrance and personal care offering with new, compelling scents, and grooming and personal care products that appeal to a younger demographic. Starting in Fall 2022, Stetson will also introduce new packaging. The new packaging will incorporate visual motifs that evoke the true spirit of Stetson—well made products that get better with age. 

 

Stetson Original is a timeless scent that spans generations, featuring bold notes of citrus, cedar, and patchouli, with dry down notes of musk, honey amber, and tonka bean. It has remained a top ten best-seller in the American market for four generations. 

 

Stetson fragrances and personal care are available in all major US retailers and will start launching in other major markets in 2023. For more information on the new Stetson campaign featuring Luke Grimes, stay tuned for a preview on Stetson.com, stetsonfragrances.com and ScentBeauty.com this fall.