Jonathan Rhys Meyers new face of Hugo Boss

Jonathan Rhys Meyers is the new face of Hugo Boss. The Irish hunk will appear in an advertising campaign that aims to boost the Hugo Boss fragrance franchise in the United States reports Star Pulse.

President of Proctor & Gamble Prestige's US division Don Loftus says, "We see a real opportunity with this brand. Hugo Boss does very strong business on a global scale, but the US fragrance business is underdeveloped. We haven't peaked with it yet."

Jonathan Rhys Meyers recently starred in Versace ads for their autumn/winter menswear line, joining the list of high-profile celebrities including Madonna and Halle Berry in modeling for the designer label.

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