A few weeks ago, I told you about a new women's fragrance called Davidoff Cool Water Wave, which features beach-sports babe Gabrielle Reece in its ads. Now, perfume maker Coty Inc. has found an equally hot dude as the new face of its men's fragrance.

According to Women's Wear Daily, "Lost" star Josh Holloway will star in ads for Davidoff Cool Water worldwide — except in North America, where Reece's husband, surfer Laird Hamilton, is the brand's main model. Holloway's campaign, including print ads and TV spots, will begin rolling out this summer.

Holloway, who plays the character of Sawyer, lives in Hawaii, where "Lost" is filmed and where the Cool Water campaign was shot.

The actor told WWD he recently starting wearing Cool Water again after not using it for several years:

“My wife’s got a crush on me again,” he said, smiling. Holloway added he’d be open to working on his own line of products, if the opportunity arose.

“But it would probably not be as elegant as Cool Water,” he joked. “It’d be more like Man Juice.”

I could make an inappropriate comment here, but I won't. Instead, I'll just say that whatever fragrance Holloway is selling, I'll enjoy looking at the ads.