Prada Beauty has tapped Spider-Man star Tom Holland as Global Ambassador to front its biggest men’s fragrance launch yet as it aims to shake-up the category.
The British actor is the face of the L’Oréal-licensed brand’s new scent Prada Paradigme, which aims to showcase a broader shift in how men express themselves through fragrance with a formulation that has turned the traditional cologne-making process on its head.
The campaign slogan – ‘What if there’s another way?’ – also invites men to explore different ways of expressing their multidimensional identities in a “complex” world, encapsulating this spirit of challenging conventions.
Yann Andrea, Global Brand President, Prada Beauty, told Cosmetics Business that Holland was the “perfect choice” to front Prada Paradigme’s messaging.
“For this launch, it was crucial to find an ambassador who not only embodies Prada's values, but also represents this concept of a ‘paradigm shift’ we are exploring with the fragrance,” said Andrea.
“Beyond his undeniable talent, [Tom’s] genuine warmth, approachable nature and quiet confidence resonate with a global audience, offering a refreshing take on masculinity that speaks to men across generations.
“Something we observed in recent years is a growing fatigue, particularly among younger generations, of traditional fragrance advertising, especially in the masculine segment, which often relies on predictable images like the alpha male or the seducer.
“With Prada Paradigme, we challenged ourselves to reinvent the narrative and the way we communicate, creating something more engaging and attention-grabbing.
“When we started working on this fragrance, what struck us is that many young men today feel stuck between two stereotyped models of masculinity.
“A soft and vulnerable masculinity on the one side, and the relentless pressure to succeed and be desirable as a ‘strong’ man on the other.
“However, we strongly believe that today’s notion of identity goes beyond
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