Holy Towel! Eddie Cibrian isn’t afraid to strip down and towel off in front of the cameras…

The 38-year-old Cuban American actor is appearing in Charisma’s latest ad campaign to promote the company’s oh-so-soft Egyptian cotton towels.

Shot at a private residence in Los Angeles, Cibrian appears poolside in the sexy spring 2012 ads after taking a dip in the piscina.

The former star of NBC’s Third Watch and appearing soon appearing in Tyler Perry’s latest film Good Deeds, Cibrian knows women enjoy looking at his shirtless pictures, but won’t let his modeling work go to his head.

“You have a lot of people on the photo shoot looking at you, going, ‘Oh that looks wonderful, that’s unbelievable… those [towels] look great,’” he told People magazine in September. “I realized it was all about the product, and not about me.”

But there’s no denying Cibrian, who appeared under the sheets in a previous Charisma ad campaign, makes it hard to focus on the towels when he looks so fine drying off with them.

Keep an eye out for Cibrian’s multimedia campaign for Charisma this spring.

Images courtesy of Charisma.