Versace has chosen Channing Tatum to be the face of their Eros men’s fragrances, including the new eau de parfum pour homme Eros Energy.
The campaign, photographed and directed by Mert Alas and Marcus Piggott, features Tatum as the modern embodiment of the mythological Greek god of love, Eros. This choice is not only a nod to the brand’s heritage but also a reflection of the changing times. By selecting Channing Tatum, Versace is acknowledging that beauty is no longer just about physical appearance but also about confidence, charisma, and a sense of humor.
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The images and short video from the campaign showcase Tatum’s strength, determination, and kindness, making him the perfect face for the fragrance franchise. As Donatella Versace herself said, “He is strong and determined and at the same time incredibly kind and charming. He is the modern Eros — celebrating love, power, and dedication.”
But what does this collaboration mean for the world of men’s beauty? In recent years, there has been a growing trend towards men taking a more active interest in their grooming and beauty routines. With the rise of social media, men are now more than ever exposed to beauty standards and ideals that were previously reserved for women.
As a result, the men’s beauty industry has experienced significant growth, with sales projected to reach $81.3 billion by 2025. This growth is driven in part by the increasing demand for premium and niche products, as well as the expanding definition of what it means to be a man.
The Versace Eros campaign featuring Channing Tatum is a prime example of this shift. By embracing a more nuanced and multifaceted definition of masculinity, Versace is appealing to a new generation of men who are confident, stylish, and unafraid to express themselves.