SWITZERLAND. P&G Beauty has unveiled a new men’s fragrance from Hugo by Hugo Boss.
Hugo energise is described as vibrant, urban and dynamic: “where attitude meets energy”. It is being marketed as the perfect antidote to everyday monotony; an escape from the sameness of the daily grind.
In line with its high-energy concept, the fragrance’s olfactory structure is said to develop quickly.
Created in conjunction with Quest’s Claude Dir, the juice opens on citrus top notes of mandarin, kumquat and melon, leading to a heart of coriander leaf, white freesia, juniper berry and ambrette seed.
The base features cocoa bean, Jacaranda wood and a leathery suede accord.
The packaging, designed by UK-based Innovia Technology, was inspired by a fuel cell. Consequently the flacon is reminiscent of a battery. The colour-scheme is silver, white and red.
The Hugo energise product line-up includes 75ml and 125ml edt sprays, priced domestically at €43 and €55. There is also a 75ml and 125ml after shave spray (€39 and €48); a 75ml after shave balm (€32); a 150ml deo spray (€18); a 75ml deo stick (€18); and a 150ml shower gel (€18).
In addition, the launch will be supported with a limited-edition Revitalising Facial Scrub, priced at €18, to complete the grooming experience.
The face of Hugo energise is 24-year-old Parisian Nicolas Duvauchelle. The TV ad campaign is the work of Callegari Berville Grey – the French agency of the Grey Worldwide Group.
Directed by Spaniard Edmundo Roman and based on Grey’s philosophy of simplicity, creativity and efficiency, the images were shot in Montreal, Canada. The TV copy sees Duvauchelle running, jumping and moving through the city across rooftops, up and down stairs and over walls, in a fast, straight line to his final destination.
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