L’Oreal USA’s International Designer Collections Division has announced the debut of a new Guy Laroche fragrance, Drakkar Essence, with NFL quarterback Cam Newton, as the face of the campaign.
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.
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 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 beginning mid-August 2014 and includes a 1.7oz, 3.4oz, 6.8oz eau de toilette at $48, $68 and $88, respectively.
L’Oreal USA is a subsidiary of the beauty products company L’Oreal Group.