Ralph Lauren Casts Ansel Elgort to Drive Fragrance Geared for Millennial Men

Ansel Elgort is revving up for Ralph Lauren’s newest fragrance. The actor-musician-DJ, who received a Golden Globe nomination for his starring role in 2017’s “Baby Driver,” is the new face of Polo Red Rush, the fourth addition to the Polo Red franchise. Elgort’s casting as the new global ambassador is part of a larger strategy by Ralph Lauren Fragrances to cast people who embody “the individual personality of each fragrance,” according to global deputy manager Ginny Wright. Also, Elgort is seen targeting an audience Wright called the “hardest to reach”: Millennial men. “They have different values and interests. We’re looking at those music lovers, people who are car enthusiasts, as well as female gift givers ‘cause that’s a huge part of the men’s fragrance business, too,” Wright said, characterizing the 25 to 35 crowd as a “huge group.” Ansel Elgort  Jenna Greene/WWD According to a recent report from NPD Group, both Polo Red and Polo Blue are among the top 10 men’s fragrance parent brands ranked on dollar sales, with Polo Red at number seven and Polo Blue at number eight. Asked if she’s at all concerned about Red Rush cannabalizing the other offerings, Wright maintains that the fragrance is geared toward “a different demographic

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