In an increasingly tough marketplace, where a celebrity face can help you earn that all- important extra recognition, fragrances houses are increasingly reliant on famous names to get their product coverage.

The latest celebrity to be co-opted as the face of a fragrance is American actor/singer Jared Leto, who is today unveiled as the new mush behind Hugo Boss’ latest offering Hugo Just Different. He’s also been confirmed as the face of Hugo Man, following in the footsteps of the likes of bad boy Jonathan Rhys Meyers. The press release says he’s ‘renowned as one of the most digitally connected artists in the world.’ So if you’re reading this on your iPad Jared, the Grooming Guru says hi.

Not entirely ugly is he?