PARIS – Gavin Casalegno is the new VIP ambassador for Viktor & Rolf’s Spicebomb men’s scent.
The actor’s breakout role was as Jeremiah Fischer in the series “The Summer I Turned Pretty.”
“Choosing Gavin was a very deliberate decision, as he is undeniably a rising star. But more importantly, he is deeply culturally relevant, especially with the younger generation,” said Sandrine Groslier, global president of luxe fragrance brands at L’Oréal, which holds the V&R fragrance license.
“We were drawn to how naturally he embodies our vision of modern masculinity — it’s that perfect, rare balance between raw charisma, magnetic presence and an effortless coolness,” she continued. “Gavin isn’t just a VIP ambassador for us, he represents the energy and the authenticity of the audience we want to speak to today.”
Casalegno appears in a social-first campaign, which will be multifaceted, launching Thursday.
“It’s designed to be immersive and immediate and to capture Gavin’s magnetism in a way that feels both cinematic and raw, perfectly aligned with the explosive nature of the fragrance,” Groslier said.
She explained there’s a natural synergy between Casalegno and Spicebomb, the scent franchise launched in 2012.
Gavin Casalegno is the new VIP ambassador for Viktor & Rolf’s Spicebomb scent.
Photo by Orlando Gutierrez/Courtesy of L’Oréal
“Both are bold and impactful, yet possess an underlying sophistication,” Groslier said. “Just as Spicebomb disrupted the fragrance world with its ‘explosive’ olfactory signature, Gavin brings a disruptive, modern energy that bridges the gap between classic masculinity and contemporary edge. He adds a layer of relatability and vibrancy that makes the franchise feel more alive than ever.”
She said Spicebomb has become a masculine fragrance icon. “However, for a franchise to remain iconic, it must evolve,” Groslier explained. “It was essential for us to ensure we are actively engaging with our younger audience and anchoring the brand in a more contemporary, future-facing context. Introducing Gavin allows us to translate the ‘Spicebomb’ DNA into the language of the next generation.”
Viktor & Rolf’s Spicebomb men’s scent
Courtesy of L’Oréal
The franchise’s strongest geographic markets are the United States and United Kingdom. Spicebomb’s sister fragrance Flowerbomb continues leading V&R’s feminine perfume portfolio.
“Spicebomb is the anchor of our masculine expression, and while it remains our core focus, we are also in a very dynamic phase of expansion,” Groslier said. “The portfolio is evolving, and we are already preparing for an exciting new chapter with major developments coming in.”
