THE WHAT? Paco Rabanne has announced that actor and musician Charlie Heaton is set to front the campaign for its upcoming new masculine fragrance, Phantom Parfum. The Puig-owned brand revealed the news via its Twitter account.
THE DETAILS The new scent will be rolled out from July in travel retail with an international launch following in September. The juice is a combination of French lavender, black vanilla bean and Haitian vetiver while the matt-black bottle is refillable and shaped like a robot.
THE WHY? A favourite among Paco Rabanne’s target audience, Gen Z, Heaton was the natural choice for the brand, WWD reports. Jerome Leloup, Vice President of Paco Rabanne Beauty at Puig, told WWD that Heaton is, “a very interesting, complex character, who portrays very well the kind of men we are interested in portraying today – a bit more complex, sensitive, very magnetic.”