Procter & Gamble Prestige Products intends to install a new boss in the men's fragrance market — Boss Pure, a scent the company will launch here in April.
"Hugo Boss is our largest [fragrance] brand worldwide, but it hasn't reached its full potential in the U.S.," said Don Loftus, president and chief executive officer of P&G Prestige Products in the U.S. "We have an opportunity to change that with Boss Pure, which we believe will strongly appeal to the U.S. market as well as a global audience. We will take an aggressive stance to make this fragrance a success."
The scent, intended to evoke the purity and freshness of water, marks the first time the Boss fragrance franchise has entered the "fresh" olfactory segment, according to Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige in the U.S. "That segment currently represents 45 percent of the men's scent business," said Munafo. Past Boss fragrances have fallen mostly into the aromatic fougère families, he noted.
Boss Pure, created by P&G fragrance scientist Will Andrews and his team, in cooperation with International Flavors & Fragrances, is a woody aquatic with top notes of fig water and Mediterranean citrus; a heart of lily and hyacinth, and a drydown of massoia wood.
"The interesting thing about water is that, while you may assume that it is tasteless, water has very distinct flavors depending on where it is bottled," said Andrews. "You probably wouldn't like my London water, with its chlorine taste. It has a different flavor entirely from New York City water." Similarly, a fragrance ingredient can smell different depending on its country of origin, he explained.
He then offered samples of Badoit mineral water, filtered through granite, and Contrex, filtered through limestone, to illustrate his point. The point, Andrews said, was that the scent's inspiration was "what consumers think pure water would smell like," rather than the literal interpretation of it.
The Boss Pure bottle, intended to resemble what the company calls "a modern interpretation of a wall of water," comprises two rectangular pieces — a heavy glass rectangle, with the back of the bottle sleeved in opaque, highly polished silver-toned metal. The fragrance is encased in the glass portion, with the metal side — with the Boss name — visible through the juice.The collection includes eaux de toilette in two sizes, $49.50 for 1.7 oz. and $65 for 2.5 oz.; a 2.5-oz. aftershave spray, $47; a 5-oz. shower gel, $27, and a 2.4-oz. deodorant stick, $21.
The fragrance will be available in April, at about 1,500 U.S. department and specialty store doors, including Bloomingdale's, Dillard's, Macy's, Neiman Marcus, Nordstrom, Saks Fifth Avenue, Sephora and Hugo Boss, noted Munafo.
While P&G executives declined to discuss sales projections, industry sources estimated that Boss Pure could do upward of $40 million at retail in the U.S. in its first year on counter. Industry sources estimated that $10 to $12 million would be spent on advertising and promotion in the U.S. in that time frame.
National advertising is expected to break in May fashion, beauty and lifestyle magazines. Loftus noted that in-store visuals will be a major focus for the promotional campaign, as will outdoor venues such as billboards. TV ads are in discussions and could come at Christmas.
"The key was to bring sensuality and beauty to an incredibly technical TV commercial," said Thomas Burkhardt, global marketing director for Hugo Boss fragrances. "Shooting in slow motion allowed for the creation of an exceptionally fresh and sensual ad."
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews