Strictly Come Dancing ’s Giovanni Pernice is scenting the sweet smell of success by launching a unisex fragrance.
The hugely popular dancer, known for his sharp suits, diamanté earrings and cool, Italian style, is partnering with two pals to start GP Vita lifestyle brand.
And they will be hoping for straight 10s for the new scent, due in the coming few months.
A website shows him smiling as he declares: “Welcome to my exciting new venture, creating products to inspire and bring joy to life.”
Teasing the new business on social media Gio, 32, said: “One of my dream projects finally is coming to life."
He shared a picture of himself at his laptop in Dubai signing papers.
One pal said: “Move over Gwyneth with Goop! Gio always looks so good and he smells even better.”
Experienced entrepreneurs Giacomo Tontarelli and Nicholas Hill are teaming up with Gio at GP Vita, which is likely to kick off with the cologne and then move into clothing and accessories.
Former Strictly pro-Oti Mabuse signed a big money deal to promote underwear for Bravissimo.
Gio joined Strictly in 2015 and won the 19th series in 2021 with EastEnders actress, Rose Ayling-Ellis, who is deaf.
He has had a string of girlfriends including Coronation Street actress Georgia May Foote, Love Island ’s Maura Higgins, ex-Pussycat Doll Ashley Roberts and fellow dance pro-Jovita Przystał.
Last year he and Strictly star Anton Du Beke fronted a BBC documentary series in which they travelled around Gio’s native Sicily.
Launching it, the Italian hinted he was ready to settle down, saying: “I always say it as a bit of a joke, but I mean it, when I grow up I want to be Anton Du Beke.”
