Giorgio Armani beauty has signed a partnership deal with actor, producer and screenwriter Ryan Reynolds.
Most well known for his performance as Marvel Comics character Deadpool, Reynolds will front the brand’s marketing campaigns for Armani Code fragrances, kicking off its new Armani Code Absolu scent in February.
Reynolds is no stranger to beauty campaigns, after signing as the face of L’Oréal Men Expert back in 2014.
In the role, the Canadian-American stars in a new marketing video for the scent, directed by Emmy Award winner Reed Morano.
Commenting on the announcement Giorgio Armani said: “With his status of modern male figure of self-fulfilment, Ryan Reynolds perfectly embodies the modern sensuality of the Armani Code man.
“Someone with charisma, authenticity and effortless style, and the right dose of irony.”
The 42-year-old began his career in Canadian teen programme Hillside before landing a sitcom role, after which he moved into films across a number of genres.
He was also voted People magazine’s Sexiest Man Alive in 2010 and was awarded a star on the Hollywood’s Walk of Fame in 2017.