Zac Efron has been announced as the new face of fragrance Hugo Man. Chosen as the "ultimate embodiment of modern masculinity," the American actor and producer will front a new digital campaign for the fragrance, which will launch early next year.

As is often the way these days with celebrity signings, it was announced on social media first with the 29-year-old, who is starring in the new Baywatch movie, announcing the deal via his Twitter account on Tuesday.

He wrote: “Hey guys- I’m excited to reveal that I will be fronting the new Hugo man campaign next year- check it out! #BlueSteel #YourTimeIsNow”.

Thanks to his high profile and overall positive image, the brand is hoping that the fromer Disney teen star "will incite the younger generation to cultivate its passions and achieve its goals" as part of the Hugo Man movement, which encourages Generation Y to explore their dreams and seize every opportunity. 

More news on the campaign will be released in the next few months on official channels with the hashtag #YourTimeIsNow.