The Britain's Got Talent judge is sure to stand out from the rest of the crowd as he brings an added twist to the world of celebrity fragrances.
In his new venture with fast food chain Burger King the 44-year-old is helping launch a new "masculine" body spray, Flame, which mirrors the smell of grilled beef and has been created to boost libido.
And Piers' new ad could well set hearts racing across Britain, showing the buff TV star in nothing but a gold medallion and stretch of fabric to cover his modesty.
Fans may be disappointed to learn that his face has been superimposed onto a younger model's body however, although Piers' seductive pout is very much his own.
The new fragrance is available at department store Selfridges.