HUGO SHOWS SCENT MARKET WHO’S BOSS
Byline: Brid Costello
PARIS — Boss is on the move.
Hugo Boss is readying the launch of Boss Hugo Boss, a men’s fragrance that complements its “Boss Orange Label” line of casual apparel.
The fragrance, which carries the advertising tag line “Boss in motion,” is meant to be an energizing elixir for men with an active lifestyle.
“Fragrance is more and more thought of as an energy booster; fragrance can be dynamic,” said Francois Saurel, brand manager for Hugo Boss in France and the Benelux countries.
The sixth men’s fragrance in the brand’s portfolio which is controlled by license-holder Procter & Gamble, the scent is a dynamic counterpart to the 1998 Boss Hugo Boss scent which is known as Boss Bottled.
Executives at Procter & Gamble refused to divulge sales projections for Boss Hugo Boss; however, industry sources estimate that it will do about $30 million at retail in its first year.
The fragrance is slated to hit France, Italy and the Benelux countries in May with Germany, Austria, Switzerland, Spain and the U.K. to get the scent in June. Boss Hugo Boss will hit shelves in the U.S. in August, and rollout to Asia will begin in July.
To back the launch, P&G is bankrolling a sizable advertising effort, Saurel said. In France a TV campaign that will last six to seven weeks will kick off in May. Two spots will feature musician-model Julien Hedquist in a campaign created by the Grey Paris advertising agency. A second wave of TV ads is set to start in September. A single-page print campaign may also be in the cards for September-October. A sampling campaign will feature LiquaTouch testers and vials.
The juice, concocted by Domitille Michalon of International Flavors & Fragrances, features top notes of bergamot, fresh basil flower and violet leaves; heart notes of red pepper, cinnamon and cardamom, and base notes including sandalwood, vetiver and musk.
Boss Hugo Boss, which targets customers ages 25 to 45, comes in a spherical gray bottle with an orange stripe. The spray device is inside the bottle, and fragrance is released by pushing on the bottom of the flacon. The bottle, designed by Lutz Hermann, Simon Hill of P&G and British artist Chris Levine, is packaged in a gray outer carton that features the Boss Hugo Boss logo in an orange square.
Boss Hugo Boss is an eau de toilette and comes in 40- and 90-ml. sprays retailing at $35 and $44, respectively. All prices have been converted from the euro at current exchange rates and are for France.
A seven-unit ancillary line will be launched at the same time as the fragrance and will include an aftershave in 40- and 90-ml. sprays, and a 150-gram tube of vitalizing shower gel. The three stockkeeping units are priced at $31, $40 and $15, respectively.