The majority of new fragrances don't even get a second advertising campaign let alone the multiple male changes Davidoff Cool Water has seen through the years. As they introduce their latest face, we thought we'd look back at a few of the highlights. Starting in 1988, Davidoff was one of the first brands to objectify men with its glistening, bronzed bevy of models. As you can see, the changes are subtle, with the power of celebrity appearing in recent years, yet always sticking to the same recognisable visual concept.

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Left -1988

Below - 2003, 2007, 2011