L’Oreal is partnering with NFL Quarterback Cam Newton, to launch the company’s new Guy Laroche fragrance, Drakkar Essence.

Newton will be featured on print and digital advertising materials. The fragrance’s social media campaign is #showyourpower – and Newton will urge fans to share photos of themselves in a superman stance.

Drakkar Essence is an aromatic Fougere fragrance, with fresh and woody notes. The Drakkar Essence collection will be available at Macy’s, Dillard’s and Belk stores nationwide beginning mid-August 2014.

Alexandre Choueiri, President International Designer Collections, L’Oreal USA, commented:

“The ambition for Drakkar Essence was to open another segment of the market, the millennial generation. To embody Drakkar Essence, we were looking for a strong, young American athlete who not only excels in the sport he does, but who can also deliver more on an emotional level. Cam Newton’s wit, charm, self-confidence, charitable action and sense of purpose are the attributes that make him so appealing to his fans, personifying the next evolution of the Drakkar brand.”

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