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."
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)