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.
This story first appeared in the May 27, 2005 issue of WWD. Subscribe Today.