PARIS — Charlie Heaton has been named the worldwide ambassador of Paco Rabanne’s recent Phantom Parfum for men.

The “Stranger Things” actor will front the campaign for the perfume, which is due out starting in July. It was created to be more mysterious and sexy than its predecessor, Phantom, which launched two years ago.

“I’ve known Paco Rabanne for years and years,” said Heaton. “One Million is considered one of the primary perfumes that I used to be given.”

That scent from the brand was gifted to him as a teen.

“It’s like full circle, because they sort of introduced me to perfume,” he continued.

To introduce him to Phantom Parfum, Heaton was sent creative elements, and had seen Elle Fanning within the spot for Fame, Phantom’s feminine fragrance counterpart.

“I saw what they did with that, and thought it was beautiful and fresh,” he said. “With this one, they desired to go along with this enigmatic, dark character. I liked the concept of collaborating with them, creating that vision and idea.”

Heaton delved deeper into Paco Rabanne’s past, especially throughout the ’60s.

“That was super cool,” he said. “Their clothing was something I discovered along this journey.”

Heaton knew David Bowie’s music would accompany the spot, because it has other Paco Rabanne fragrance campaigns, and that he’d have to portray a musician — something he’s in real life.

“It was like shooting a music video,” he said of the method. “It was [about] just leaning into the arrogance of it, because you’ve to create this very mysterious, sexy character.

“We were blasting ‘Let’s Dance’ for the entire filming of the campaign,” continued Heaton.

That was shot by Matt Lambert, while Florian Joyce lensed the still images.

“It was pretty freeing,” said Heaton, of the collaborative experience, during which he had to bounce in front of many individuals for the primary time.

Heaton recollected a chunk of the Eiffel Tower was recreated, so he could look like standing on the structure, high above Paris.

“I used to be like: ‘How will we shoot this?’’ he said. “You had this wind machine. I felt like a superhero.”

For extra footage — for use as behind-the-scenes and social content — Heaton was given free range, also set to the beat of “Let’s Dance.”

“They simply let me roam free, with whatever I desired to do,” he said. “There was a Steadicam and a couch.”

Heaton last 12 months acted within the movie “Billy Knight,” with Al Pacino. “That was a once-in-a-lifetime, incredible experience,” said Heaton, who was just a couple of weeks away from going back into production, for the ultimate season of “Stranger Things.”

Whereas the campaign for Phantom was set in a utopia-like environment, Phantom Parfum’s is more of today and in sync with Paco Rabanne fashion.

“Here, we even have this Parisian touch, which may be very necessary for us,” said Vincent Thilloy, chief brands officer of Paco Rabanne and Jean Paul Gaultier at Puig. “We would like to capitalize on that.”

Jérôme Leloup, vp of Paco Rabanne Beauty, described Phantom Parfum as Phantom’s relaunch.

“It’s an evolution of just about every aspect of the combination,” he said. “We very naturally turned to Charlie,” explained Leloup, adding Heaton was Paco Rabanne’s only pick, because the brand continues chatting with Gen Z.

Brand executives were drawn to Heaton’s sophisticated, rock attitude, and the actual fact he’s aspirational for his generation.

Leloup called Heaton “a really interesting, complex character, who portrays thoroughly the sort of men we’re involved in portraying today — a bit more complex, sensitive, very magnetic. We were obsessive about attempting to showcase also a really seductive [modern] masculinity.”

Within the film, Heaton appears to look out over Paris from the Eiffel Tower, lounges on the hood of a automobile, walks through the City of Light, meets with a romantic partner and plays the drums. The camera, meanwhile, toggles between him and Phantom.

Phantom Parfum was designed to be more luxurious than its predecessor. That robot-like, refillable bottle was given a black matte finish.

Phantom Parfum has a recent juice, too, which mixes French lavender, black vanilla bean from Madagascar and Haitian vetiver. The fragrance, conceived by IFF perfumers Loc Dong, Juliette Karagueuzoglou, Dominique Ropion and Anne Flipo, is sort of wholly of natural ingredients.

“We were really attempting to give you something that’s timeless,” said Leloup, calling the scent also “empowering” and “sexy.” “We expect it’s going to be our recent hero product.”

The U.S. consumer was kept in mind throughout the scent’s creation.

The perfume might be pre-launch in travel retail and on Paco Rabanne fragrances’ e-commerce site on July 1, together with the campaign. That might be followed by the worldwide product rollout on Sept. 1.

A 100-ml. Phantom Parfum bottle will retail for 110 euros.

The Fame Parfum will come out also starting in July.

Paco Rabanne’s fragrance business has been on a steep growth trajectory. In 2022, it gained rank all over the place, and today places among the many top five fragrance brands globally. The brand gained two positions, climbing to number three in Europe, coming in only after Chanel and Dior. In Latin America, Paco Rabanne places second.

“All our pillars are growing,” said Thilloy, referring to franchises akin to One Million and Invictus. “Fame is a tremendous launch. It was the primary [among] feminine fragrances last 12 months worldwide.”

That ranked tenth at launch, and Fame’s recent introduction within the U.S. has allowed the Paco Rabanne fragrance brand to realize nine ranks overall there.

The aim is for Phantom Parfum to catapult Phantom into the highest 10 men’s fragrances worldwide by 2025. In that case, that might make Paco Rabanne the one fragrance brand to have three franchises in the highest 10 across the globe. (One Million and Invictus are already there.)

Thilloy believes 2023 “might be an amazing 12 months” for Paco Rabanne.

“It’s the primary time for the reason that pandemic that the web rank for the brand equals the one for bricks [and mortar],” said Leloup.

A part of the success is that Paco Rabanne keeps introducing more premium iterations of its scents to fulfill consumers’ rising desire for top luxury for the reason that coronavirus pandemic began.

“That did phenomenally for us,” said Leloup.