Skip to main content

Kenneth Cole Taps Double Amputee and War Vet for New Fragrance Ad

Kenneth Cole and his fragrance licensee Parlux has tapped a “real guy” to star in its newest campaign for Mankind Ultimate, a limited-edition scent that represents the modern man — driven, persistent and compassionate.

Authenticity has increasingly won the heart of consumers. Between beauty vloggers’ product critiques and celebrities investing in brands because they truly love them, shoppers are attracted to companies that deliver legitimacy.

For the first time, Kenneth Cole and his fragrance licensee Parlux has tapped a “real guy” to star in its newest campaign for Mankind Ultimate, a limited-edition scent that represents the modern man — driven, persistent and compassionate.

Cole met 33-year-old Alabama-based Noah Galloway, a war veteran, double-amputee, personal trainer and motivational speaker, when he won the search for the Ultimate Men’s Health Guy.

“I wanted to help tell the story of this remarkable man,” Cole said. “Despite his personal obstacles, he remains both physically and mentally fit.”

The campaign, which will run in Men’s Health’s May issue coinciding with the annual search for the Ultimate Men’s Health Guy, illuminates Galloway’s journey with a black-and-white collage.

You May Also Like

“We really wanted Mankind Ultimate to push the limits of traditional advertising,” said Angela Budd, global vice president of marketing at Parlux Ltd. “Those images reflect his journey and his life as a dad and as a veteran. Consumers today really see and feel the difference of a truly authentic campaign.”

Priced at $72 and launching in April at Macy’s, Dillard’s, Belk, Bon-Ton Stores, Kenneth Cole stores and kennethcole.com, Mankind Ultimate blends citrus accord with cucumber, a heart of cashmere wood and vetiver root with a base of sandalwood, oak, moss, tonka crystals and musk.

“When I met Kenneth Cole, he asked what I wanted to leave as my legacy,” Galloway said. “I mentioned whatever I could to make sure my family was taken care of and that I left them something to be proud of.”

Galloway’s family has more than one reason to be proud of him. Besides scoring the campaign, Galloway will appear on the next season of “Dancing with the Stars,” premiering on Monday.

“I have no dance experience at all,” he admitted. “[My dance partner Sharna Burgess] tells me the type of dance we’re doing and I’m like, ‘I don’t know what that means or what you just said.’ But if I dance well, it’s all credited to Sharna and I told her if I do bad, then I’ll blame her. No, I’m just kidding.”

Although executives wouldn’t talk financials, industry sources estimate that Mankind Ultimate could do $8 million to $10 million at retail during its limited-edition run.