First there was Beyonce with Diamonds for Women, now there is Josh with Diamonds for Men. Twenty-nine year old actor, Josh Harnett has signed on to be the new face of the Emporio Armani fragrance.

According to online reports, the actor was chosen to be the face and spokesmodel for the cologne because “Both on and off screen he has a charm and charisma that is magical. Hi individuality, allure and nonchalant way of being are all qualities, which inspire me in the creation of this new fragrance.”

The new men cologne will be officially launched in June 2009.

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