The star Josh Harnett
The scent Emporio Armani Diamonds for Men Eau de Toilette Spray ($85 for 75 mL)
The notes Bergamot, cedar, vetiver and Szechuan pepper
Perfect for… Attention seekers. Shot by Mario Testino, the über-slick ad campaign depicts the normally photo-shy Hartnett (The Black Dahlia, Sin City) surrounded by paparazzi and female fans.
The verdict Hartnett may be better known for his impressive romantic resumé (Scarlett Johansson and Penélope Cruz are both exes) than his film roles. With a starring role in this year's dot-com drama August, could a new fragrance help cement his leading-man status?
The star Tim McGraw
The scent McGraw by Tim McGraw Eau de Toilette Spray ($32 for 50 mL)
The notes Nutmeg, lavender, sandalwood and aged whisky
Perfect for… Urban cowboys. The advertising campaign combines notes of both an olfactory and a musical nature: The commercial shows a rugged McGraw jamming on his guitar.
The verdict Crossovers are nothing new for McGraw: He once co-owned a football team and is an emerging actor. (Next up is Four Christmases with Reese Witherspoon.) But his most hi-viz gig is playing husband to Faith Hill. A bestselling fragrance could help them eclipse Nashville's other power couple, Keith and Nicole.
The star Patrick Dempsey
The scent Patrick Dempsey Unscripted Eau de Toilette Spray ($35 for 75 mL)
The notes Cardamom, black pepper- corn, fig and vetiver
Perfect for… Budding Prince Charmings. Chosen for his "authenticity, charisma and style," Dempsey joins the Avon stable, where his wife, Jillian, is global creative colour director.
The verdict Grey's Anatomy's ratings may be cooling, but Dempsey's film career is on fire, thanks to box-office hits like Enchanted and Made of Honor. Men looking to borrow some of the McDreamy mojo could make this fragrance (available in December) his most successful operation yet.
The star James Franco
The scent Gucci by Gucci Pour Homme Eau de Parfum Spray ($78 for 100 mL)
The notes Violet, tobacco, amber and patchouli
perfect for…="" <=""> Dapper rebels. For her first men's fragrance, Gucci designer Frida Giannini hand-picked the pillow-lipped Franco, calling him "contemporary, natural and, at the same time, seductive."
The verdict Following a rather schizophrenic oeuvre - Franco was the ultimate romantic hero in Tristan + Isolde and the ultimate villain in the Spider-Man trilogy -the James Dean look-alike is bolstering his heartthrob reputation with a new scent and an upcoming role as Richard Gere's son in the hotly anticipated Nights in Rodanthe.
The starThe scent 9IX Rocawear by Elizabeth Arden Eau de Toilette Spray ($72 for 100 mL)
The notes Coriander, cantaloupe, musk and amber
perfect for...<=""> Moguls in training. Though an unusual partnership, Jay-Z's street-savvy clothing brand, Rocawear, is making beautiful music with scent purveyor Elizabeth Arden.
The verdict From hip-hop icon to bona fide Renaissance man, Mr. Beyoncé has put his hard-knocks life behind him: He's an investor in the New Jersey Nets and the Svengali behind Rihanna's stratospheric rise. It's a safe bet that Jay-Z's latest venture guarantees the sweet smell of success.