Hollywood actor Jonathan Rhys Meyers is the new face of Hugo Boss. Launching in December, the MISSION: Impossible III star will appear in an advertising campaign that aims to boost the Hugo Boss fragrance franchise in the US. President of Proctor + Gamble Prestige's US division DON LOFTUS says, "We see a real opportunity with this brand. Hugo Boss does very strong business on a global scale, but the US fragrance business is underdeveloped. We haven't peaked with it yet."