PARIS — Hugo Boss plans to set pulses racing this summer with the launch of Hugo Energise, its latest scent that targets young, urban men full of vim and vigor.
Procter & Gamble's Prestige Beaute division, the label's license-holder, will introduce the fragrance to fill a gap in the Hugo portfolio. Each of its men's scent brands — Hugo Boss, Hugo and Baldessarini — has fragrances that fall into either the "signature," "seductive" or the "leisure/energy" category. Hugo Energise is meant to be part of the latter, said Petronille Didelot, brand manager at P&G Prestige Beaute.
"It's for irreverent men who live their lives by their own rules," she explained. "Hugo Energise addresses young men who love new things."
And, of course, they live high-energy existences. So when it came to the fragrance's flacon, created by Innovia Technology, a battery served as inspiration. The squat bottle is topped by an integrated silver spray device. A red tube hides part of the spray's pump.
Hugo Energise's juice, concocted by P&G Prestige Beaute and Quest International, has top notes including mandarin, kumquat, melon, pink pepper seed and cardamom. Coriander leaf, white freesia, juniper berry and ambrete seed notes are at the scent's heart. And base notes comprise sandalwood, jacaranda wood, amyris, black cocoa, nubuck leather and suede.
Backing up the fragrance launch will be an ad campaign featuring French actor Nicolas Duvauchelle. In the video spots, directed by Edmundo Roman under the artistic direction of the Gallegari Berville Grey agency, the 25-year-old races around the streets and rooftops of Montreal. He dashes across a boutique's countertop, scales a fire escape and bounds over walls. The spots run from 10 to 30 seconds. A single- and double-page print ad, shot by Alexey Hay, shows Duvauchelle leaping over a wall with a city skyscape background.
While Didelot refused to discuss forecasts, industry sources estimate the fragrance will generate $50 million in wholesale volume in its first year on counters. Hugo Energise will be launched internationally starting in July.
The eau de toilette will be available as 75- and 125-ml. sprays to sell in France for 43 euros and 55 euros, respectively, or $54 and $69 at current exchange. An ancillary line includes aftershaves, deodorants and a shower gel.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)