Submitted by Gemma Irvine on 07-07-2011

So how does the guy who played foppish Prince George in Blackadder go on to be the face of cosmetics giant L’Oreal? Following in the footsteps of Gerard Butler, Matthew Fox and Patrick Dempsey, this week it was announced that Hugh Laurie is to front the latest L’Oreal campaign. Hugh Laurie? Sure, he’s had world-wide success with the medical hit show House but is he the right man to talk about male grooming, and who is L’Oreal trying to convince?

Cyril Chapuy, global brand president of L'Oréal Paris, said at the announcement, that Hugh is "the perfect example of a modern man: genuine, uninhibited, strong and willing to pursue his passions to the end". I get why American audiences may buy this, especially as House is so big over the pond, but us Brits who grew up with him on our screens bumbling around with Rowan Atkinson et al may need more convincing. It’s a bold move for L’Oreal who have broken the mold of choosing those considered as ‘a man’s man’, the traditional heartthrob figure and instead put a new meaning behind ‘aspirational’, opting for someone with more depth to his rugged good looks.

Time will tell if audiences, specifically men, engage with the campaign and if Hugh ultimately helps shift product from shelves. In the meantime, the big question is whether Hugh will say that famous line ‘because you’re worth it’ with an American accent a la Dr Gregory House or keep it real with his English accent. If L’Oreal are clever, maybe they will use both for the different markets, but for now the behind the scenes video may give us a hint of what’s to come.