Hunky actor Josh Holloway is the new face of Davidoff Cool Water.
The Lost star was chosen by the company to represent the fragrance because of his masculinity and power.
The new scent will be manufactured by Coty International and launches in the UK & Europe this month.
Françoise Mariez, SVP International European Marketing Licenses, Coty Prestige said in a press release:" Josh Holloway has a strong, authentic, cool personality, but also an intimate relationship with the water."
"As an icon of masculinity and powerful character, he truly embodies the values of Davidoff Cool Water."
Holloway added:" I love Cool Water because it is simple, powerful and timeless.
To me, the Cool water man is not someone who is trying to be cool; he is someone who is comfortable with his masculinity."
Patricia Johnson
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