Hugo Boss’ Hugo fragrances are turning over a new leaf.
This story first appeared in the December 30, 2009 issue of WWD. Subscribe Today.
The brand, whose scent license is held by Procter & Gamble, is teaming with French environmental organization Pur Project for an initiative called “One Fragrance, One Tree” to plant a tree in Peru’s Amazonian rainforest for each special edition Hugo Element and Hugo Man fragrance produced.
The plantation funded by the project covers an area of 800 hectares, amounting to three times the area of New York’s Central Park. The special edition bottles will be introduced next month and include “tree codes” that customers can take online to find the exact location of the tree their purchase funded. Prices for the special edition Hugo Element eau de toilette are 40 euros, or $59.19, for 40 ml., and 50 euros, or $73.98 for 60 ml. The Hugo Man special edition edt is priced at 48 euros, or $71.03 for 100 ml.
Hugo Element was originally launched in January 2009 and Hugo Man in 1995. A holiday limited edition version of Hugo Man is in stores now, featuring a special look from consumer products designer Karim Rashid. Rashid, who has worked with brands from Swarovski to Samsung, added his own spin to the original Hugo Man bottle.
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“I always saw it as a cool flask, an outdoor canteen or a symbol of ‘ammunition for seduction,’” he said.
Rashid’s Hugo Man bottle is printed with a white, black, blue-green-gray and acid yellow-green design, as is the specially made plastic, spherical outer packaging.
One thousand numbered, 150-ml. bottles are carried in fewer than 100 doors, including the Hugo Boss store in New York’s Meatpacking District, Selfridges in London, Sephora’s Champs Elysées store in Paris, and Galeries Lafayette in Berlin, and are priced at $120 and between 120 euros and 130 euros, or $173 and $187.40.
Hugo also received a friendly freshen-up this summer and fall through the Web-based Hugo Create campaign, which put out a public call for new bottle designs. The winner, Marvin Pedro, a creative director from the Philippines chosen from the 13,000 entries, illustrated sounds of the city, lettering a cool urban cacophony of vroom, buzz and splat on the fragrance bottle.
Pedro’s design and name appeared in I.D. Magazine as well as on the perfume packaging for the limited edition 150-ml. bottle and a set with a 100-ml. edt and two 50-ml. shower gels.
“A classic has to stay relevant, and that’s what we’re trying to do with a number of activities,” said global marketing director of Hugo Boss fragrances Thomas Burkhardt, adding, “particularly with a fragrance or a brand like Hugo that’s all about avant-garde innovation, free-spirited thinking, you can’t stand still.”