NEW YORK, Aug. 18, 2014 /PRNewswire/ -- L'Oreal USA's International Designer Collections Division today announced the debut of a new Guy Laroche fragrance, Drakkar Essence, with NFL quarterback Cam Newton, as the face of the campaign. Continuing the legend of the iconic, wildly popular Drakkar Noir fragrance, Drakkar Essence expresses the same conquering spirit, in a contemporary and thrilling new way, championing action, energy, strength, power and unstoppable self-confidence.
"The ambition for Drakkar Essence was to open another segment of the market, the millennial generation," says Alexandre Choueiri, President International Designer Collections, L'Oreal 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, using hashtag #showyourpower.
"It's a huge honor to represent Drakkar Essence and be able to show the world my personality and style," says Newton, a Heisman trophy winner, number one overall draft pick and rookie of the year. "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 participate in the #showyourpower campaign, visit facebook.com/drakkaressence, and use @DrakkarEssence on Twitter and Instagram. For every social media submission using hashtag #showyourpower, L'Oreal 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.
Drakkar Essence is a classic and aromatic Fougere fragrance with sparkling, energetic fresh top notes that lead to a woody, masculine finish. The Drakkar Essence collection will be available at Macy's, Dillard's and Belk stores nationwide beginning mid-August 2014 and includes a 1.7oz, 3.4oz, 6.8oz eau de toilette at $48, $68 and $88, respectively.
About L'Oreal USA
L'Oreal USA is the largest subsidiary of the L'Oreal Group, the worldwide leader in beauty. L'Oreal USA manages a portfolio of 28 iconic global beauty brands, including Clarisonic, Essie Cosmetics, Garnier, Giorgio Armani Beauty, Kerastase, Kiehl's, Lancome, L'Oreal Paris, Maybelline New York, Redken, Soft-Sheen Carson, Urban Decay and Yves Saint Laurent Beaute. In addition to corporate headquarters in New York City, L'Oreal USA has Research & Innovation and Manufacturing & Distribution facilities across seven other states including Arkansas, Illinois, Kentucky, New Jersey, Ohio, Texas and Washington with a workforce of more than 10,000 employees. For more information, visit www.LorealUSA.com or follow on Twitter @LOrealUSA.
L'Oreal USA's International Designer Collections Division manages a portfolio of nine brands including Giorgio Armani Beauty, Ralph Lauren Fragrances, Yves Saint-Laurent Beaute, Viktor&Rolf and the following European designer fragrances: Guy Laroche, Maison Martin Margiela, Paloma Picasso Cacharel and Diesel.
SOURCE L'Oreal USA