LOS ANGELES, Dec 20 — Zac Efron has been announced as the new face of fragrance HUGO Man.

Chosen as the "ultimate embodiment of modern masculinity,” the American actor and producer will front a new digital campaign for the fragrance, which will launch early next year.

Thanks to his style, assurance, and charisma, as well as multiple talents, the brand is hoping that Efron "will incite the younger generation to cultivate its passions and achieve its goals” as part of the Hugo Man movement, which encourages generation Y to explore their dreams and seize every opportunity.

More news on the campaign will be released in the next few months on official channels with the hashtag #YourTimeIsNow. — AFP-Relaxnews