Check out those baby blues!

Davidoff Cool Water has released sexy new pics of spokes-hunk Josh Holloway, wet and glistening on the beaches of Oahu. The "Lost" laddie was announced as the face of the men's fragrance last year.

"To me, the Cool Water man is not someone who is trying to be cool, he is someone who is comfortable with his masculinity," Josh says. He also tells ET: "My wife loves it, so that will make me wear it a lot more." 

Cool Water comes in deodorant, shower gel, after-shave and eau de toilette spray. Products start at $17.50.