Josh Holloway in London to Celebrate his Appointment as the Face of Davidoff Cool Water Fragrance

The agreement marks the first time this southern charmer, the well-known "Sawyer" from LOST, crosses over into the fragrance market. Davidoff Cool Water, a major iconic fragrance, has long symbolized the energy, sensuality and the cool attitude that characterize Josh Holloway.

"I love Cool Water because it is simple, powerful and timeless. To me, the Cool water man is not someone who is trying to be cool, he is someone who is comfortable with his masculinity"

Josh Holloway.

"Davidoff Cool Water is a legendary fragrance, a unique worldwide success since 1988 selling over 3 million bottles per year since launch. Josh Holloway has a strong, authentic, cool personality, but also an intimate relationship with the water. As an icon of masculinity and powerful character, he truly embodies the values of Davidoff Cool Water. Both share authenticity and originality, both are the first and the best and in this sense are unique," said Françoise Mariez, SVP International European Marketing Licenses, Coty Prestige.

The new advertising campaign (television & press) will break across Europe and the UK at the beginning of July 2007.

Available at John Lewis Stores