NFL star Cam Newton the face of new Guy Laroche fragrance

NEW YORK — L'Oréal USA's International Designer Collections Division on Monday announced the launch of a new Guy Laroche fragrance, Drakkar Essence. NFL quarterback and Heisman trophy winner Cam Newton has been tapped to be the face of the campaign.

"The ambition for Drakkar Essence was to open another segment of the market, the millennial generation," said Alexandre Choueiri, president of International Designer Collections at 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 also can 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 fragrance launch will be accompanied with a social media campaign, featuring exclusive video and photo content of Newton, who also will be featured in print and digital advertising materials. Newton, who is known for his signature superman pose, will encourage consumers to share their own poses using the hashtag #showyourpower.

"It's a huge honor to represent Drakkar Essence and be able to show the world my personality and style," Newton said. "The Drakkar Essence man is bold, strong, fashionable and confident. He is powerful and embraces the moment. When he walks into the room, he doesn't have to say a word — you don't know who he is or what he does — but you know he's important."

To take part in the #showyourpower campaign, consumers can visit Facebook.com/DrakkarEssence and use the handle @DrakkarEssence on Twitter and Instagram. For every social media submission using the #showyourpower hashtag,  L'Oréal USA's International Designer Collections Division will donate one dollar to the Cam Newton Foundation.

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