By  on February 22, 2008

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."

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