No wonder male models have such a hard time.

While high fashion brands eschew the Cocos and the Chanels in lieu of actresses and It girls for their clothing campaigns, designers continue to use models as the face of their fragrances, (most of the time).

But it doesn’t hold true for the boys. Matthew McConaughey struck an awkward pose for Dolce, McDreamy’s doing Avon and WWD guesses Frida Giannini’s already signed James Franco for Gucci.

An interesting choice because:

- We bet most people who shop at Gucci don’t even know the mostly indie actor’s name, even if he was the bad guy in Spiderman.

- We’ll forever picture him circa 2000 in Freaks and Geeks - and we bet Frida hasn’t seen it.

- After seeing a couple of men’s shows in February, we know there are some seriously Gucci-esque male models out there.

But billboards with Franco’s face on them? Well, we’ll never complain.

Is Avon getting to be kind of… cool?

A couple summers ago, they got Derek Jeter to pose glossy headshot style. Then they got Hills idol Lauren Conrad to smile for mark. Then, not even two weeks ago, the beauty monolith announced a limited-edition makeup range with Marimekko.

And now, they’ve snatched Versace frontman and television heartthrob Dr. McDreamy for an as-of-yet unnamed men’s fragrance that launches this November.

We’re pretty sure Dempsey’s wife, Jillian - Avon’s Global Creative Color Director - had something to do with Avon convincing him to pose for a scent - and yet, we can’t help but think that Avon has come a long way since our first memory of the brand from Edward Scissor Hands.

We have a feeling this is going to be the most gifted fragrance among junior high couples come December.