L'Oréal has signed a North American endorsement deal with tennis player Milos Raonic for its Biotherm Homme line of men's skin care products. He will participate in various activities for the brand, including online initiatives and campaigns intended to educate men about skin care and generate awareness of the brand among young men. In March the brand's Facebook page will gain a tab that will allow visitors to follow Raonic's participation in tournaments. "Milos is a dynamic and determined young athlete and the perfect ambassador for Biotherm Homme," said Alexander Keller, senior vice-president of L'Oréal Luxe in Canada. "Biotherm Homme is a brand that stands for performance, masculinity and authenticity and Milos fully embodies these core values. He is a true inspiration for us all and we are pleased to support Milos on his journey to the top, starting with the Davis Cup, his first tournament on Canadian soil this year."