“It's a man's world”, sang legendary singer James Brown, but the cosmetics industry has long been the domain of women. Change is on the horizon, however. The men's grooming market is booming- it is reportedly worth an estimated US$150-$200 million-and the hottest names in Hollywood are keen to lend their names and faces to some of the world's biggest brands.
As little as a decade ago, there was virtually no men's fashion or cosmetics advertising. Attention was focused purely on the women's market, with supermodels and female celebrities fronting high-profile campaigns in the pages of magazines and on television. Nowadays, though, some of the world's most famous men are stealing the limelight from their glamorous female counterparts.
One of the biggest recent signings causing a stir in the fashion world is Patrick Dempsey-Dr McDreamy from Grey's Anatomy-who has been chosen to front the latest men's fashion campaign from Italian powerhouse, Versace. “Patrick represents everything that is great about this collection. He has that confidence-he is completely comfortable in his own skin, which is so attractive. He is the modern man of today and of course looks fantastic in the clothes,” says Donatella Versace. When it comes to picking a famous face to front your brand, it seems that a carefully chosen partnership is crucial to it's reputation.
Research shows that a high percentage of men's grooming products are bought by wives and girlfriends for their partner. On that logic we're expecting sales of Davidoff's Cool Water to go through the roof as a result of its latest ambassador, Josh Holloway-former model and a household name due to his stint as caustic heartthrob Sawyer in the hit television show, Lost. Anyone familiar with Holloway's action-man antics on the deserted island setting for the US series will know that the rising star is perfect as the face of Davidoff's uber-successful classic fragrance. A self-confessed adrenalin junkie, he's the obvious face of a scent that embodies masculinity, sensuality and freshness, and the brand's water theme is reminiscent of Lost's location. “It's something I can believe in,” says Holloway of the scent's story. “It's simple, it's masculine and it's associated with water and the vitality of life. The water in Hawaii is phenomenal; on a daily basis, it can bring tears to your eyes with its clarity, and I have huge respect for the ocean.” In the main ad campaign, shot in Hawaii, Holloway dives off a cliff, swims up to the shore and strides out of the ocean, looking every inch the Cool Water man.
Another big name for Davidoff-more surprising, perhaps, but equally suited to the product he's endorsing-is Scottish actor Ewan McGregor, who is the face of the brand's new Adventure fragrance. Known the world over for his parts in Trainspotting, Moulin Rouge and Star Wars, as well as his motorbike adventures through Africa and the US, he's a natural choice to front a scent for the modern, outdoors-loving explorer.
An actor who is hot property when it comes to fashion and fragrances is up-and-coming actor Jonathan Rhys Meyers. Former model for Versace fashion, Rhys Meyers has been the face of Hugo Boss' Hugo line of fragrances since 2006. The Match Point, Bend it like Beckham and The
Tudors star may not be as well known around the globe, but his potential is clear. It seems that brands are looking for irreverent, individual personalities that will add a touch of cool to their name, and as their popularity rises, so, hopefully, will the reputation of the brand. Rhys Meyers clearly sums up the trendy values of the Hugo fragrances.
Lancôme also chose an actor whose star is on the rise to be the face of its men's range. Dark-haired, dashing and slightly disheveled, Brit heartthrob Clive Owen, most famous for his roles in Closer and Children of Men, fronts the brand's ad campaigns for both skin care and fragrances. Similarly, YSL has also tapped into this trend by using French actor Oliver Martinez to front its successful YSL L'Homme fragrance line.
Companies are just starting to cash in on the pulling power of famous male faces, but will we soon be seeing the likes of Tom Cruise posing for ad campaigns? With thousands of male products competing for popularity, and with star endorsement a tried-and-tested sales tool, it's a trend we're likely to see a whole lot more of.