Beauty world news


Gucci Taps James Franco for 'Made to Measure' Men's Fragrance, 'This is the End' Star Flaunts His 'Formal Wear' Style at Italy Launch Event [PHOTOS]

ByClarissa Hamlin
Jun 25, 2013 04:01 PM EDT

Gucci has tapped James Franco for their new campaign for their new men's fragrance, which launches exclusively at Harrods in early July before going global. 

The Italian luxury brand is introducting their new "Made to Measure" scent with the Hollywood heavyweight, 35, according to Women's Wear Daily. It is a complementary product to the brand's Premiere scent, which had accompanying ads starring Blake Lively as the ambassador. 

Of course, Franco, who attended the launch and the brand's fashion show in Milan, Italy on Monday, is very happy to be apart of the effort. 

"I'm always excited to work with Gucci and the relationship has grown a lot," the " This Is The End" actor said. "We are great collaborators and on the same page." 

Featuring a "classic Gucci horsebit motif" and the company founder, Guccio Gucci's signature logo, it is a combination of "bergamot, lavender and orange flowers." It also "develops a heart rich of berries and spice before finishing on a woody leather base."

P & G Prestige produced the 50ml bottle scent, which retails for $68. It will be a globe-trotting fragrance, launching at Harrods early next month before hitting Macy's stores in mid-July. Then, it will be available all over the globe in August and September. 

There will be deodorant, after shave and shower gel options, too. 

The company believes that Franco is the right heartthrob to represent their new world product. 

"James has an innate ability to fuse classic with contemporary style," said Frida Giannini, Gucci's creative director, "and interpret formal wear in an individual way, personifying the spirit of our Made to Measure man that our clients relate to."

They will feature the new smellfest in a bottle in a campaign photographed by Mert Alas and Marcus Piggott, and a commercial shot by "Drive" director, Nicolas Winding Refn. 

For the launch photos of Franco, click HERE

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