Deon Cole snapped up by Old Spice to front new bodycare line

Old Spice is getting a new line -- with the help of the actor and comedian Deon Cole.

The heritage US grooming brand, which celebrates its 80th anniversary this year, has launched a new skincare series dubbed the ‘Fresher Collection.' The line spans a range of body washes incorporating ingredients such as deep sea minerals, charcoal, mint and lavender, designed to address different skin issues. The products also include a new anti-perspirant / deodorant technology that tackles visible residue on clothing.

To mark the launch, the brand has recruited "Black-ish" and "Grown-ish" star Deon Cole, who has been snapped up as the label's new global brand ambassador. Cole, who is also an Emmy-nominated script writer thanks to his work on "The Tonight Show with Conan O'Brien," stars in the Fresher Collection's new ‘Running on Empty' campaign -- a tongue-in-cheek short film that features the tagline "Men Have Skin Too." The clip will be followed with additional playful videos, featuring cameo appearances from the former NFL player Thomas Q. Jones and the comedian Keraun Harris.

"Growing up using Old Spice was everything to me, so it's huge to join the world-famous group of Old Spice Guys," said Cole of his latest role. "Mom, are you reading this? As the newest Old Spice Guy, the first thing I'm sharing is that men have skin, too ... and the new Fresher Collection delivers real freshness forged with real ingredients that we can call our own. You're smellcome, man." Matt Krehbiel, Old Spice Associate Brand Director at parent company Procter & Gamble, added: "Deon's big personality and quick wit are a perfect fit for the humor that fans love and expect from Old Spice."

The move is the latest indication of the boom currently being experienced by the men's beauty sector, which has seen myriad brands ramp up their game over the past year. September saw American Crew launch a prestige hair and skincare line dubbed ‘Acumen,' while David Beckham teamed up with L'Oreal Luxe last January on the creation of a brand new male grooming brand titled ‘House 99'.