Ralph Lauren has announced the new face of its Polo Red fragrances and he just so happens to be one of our own. Twenty-seven-year-old actor Luke Bracey who hails from Sydney will be taking over from Nacho Figueras as the frontman of the Red franchise.
Bracey recently made his name in the new Point Break film and prior to that starred in Hollywood blockbusters such as The Best of Me and G.I. Joe: Retaliation. A younger, fresher face, he has been brought on board in a move to recruit a millennial audience and differentiate the brand from its counterpart, Polo Blue.
Bracey's introduction is part of Polo Red's relaunch which will focus on ‘risk taking’ and ‘thrill seeking’, encapsulated in the addition of a third scent launching in March, Polo Red Extreme. Activity around the Extreme launch will include entirely new brand messaging, assets and an increased digital presence. Capitalising on the viral nature of extreme sports content, the brand has recruited influencers such as British mountain biker Sam Reynolds, American rock climber Chris Sharma and Norwegian wingsuit flyer Jokke Sommer. Each influencer will create branded photos and videos that will live on their social media channels as well as those owned by Ralph Lauren Fragrances.
Extreme will be fronted by model Kenneth Guidroz – he and Bracey will appear together in branded material including a short video by Bruce Weber. Figueras will remain the face of Polo Blue and the fragrance will continue to target an older audience who enjoy the sporty team spirit lifestyle.
