Azzaro pour Homme, the fougere classic from 1978 is gaining a new spin, that of the seducteur (a womaniser), in the face of Enrique Iglesias (full name Enrique Miguel Iglesias Preysler).
The son of Spanish legend Julio Iglesias is a singing star in his own right: Recognised at numerous awards (including Grammys, American Music Awards and the 2008 NRJ Music Award for Best International Masculine Artist) the top-selling Spanish-speaking singer worldwide according to data as of this minute, Enrique is successful, handsome and the "exotic" yet approachable type that would have consumers sit up and take notice. Enrique Inglesias's own track record is impressive with liaisons with Sofia Vergara, Christina Aguilera, Jennifer Love Hewitt, Shannon Elizabeth, Samantha Torres, and the ex Miss Universe Alicia Machado.
The press release is quite clear-cut into what they are aiming at: "It takes a certain kind of man to personify the distinctive style of this iconic fragrance: the eternal charmer, a man who loves and respects women. The proverbial "tall, dark and handsome"… good looks, unmistakable, innate sensuality, a magnetic personality and energy… "
Enrique is all that and we're elated he isn't lending his pretty mug for a celebrity scent now. His previous take on celebrity endorsement included a stint for Tommy Hilfiger's True Star (Refresh your memory with this). Under the auspices of Michel Mallard, Artistic Director of the new Azzaro pour Homme campaign, and with Steven Klein behind the lens at the Pier 59 Studios in NYC, the fragrance which was previously positioned as the professional type of the 80s overachiever is coming into a new image.
The new campaign for Azzaro pour Homme is set to roll this coming October and looks like it will entice a younger wave of wannabe "Latin lovers" into trying this woody classic. Good job, Azzaro team!