Hugo has launched HUGO Element - the latest and the all new male fragrance in April 2009. This fragrance vividly captures the city’s imaginative and stirring energies. Launched as a dynamic and masculine scent, the best beneficiary of this urbane product is the urban traveler who sees the city as his main dominating abode. It is all about the masculine endeavor in a man who vividly lives and breathes the city and draws his vigor and liveliness from the city’s landscapes and urban environment.  This particular fragrance has been fronted by Jonathon Rhys Meyers for his third advertising campaign for HUGO fragrances.

Hugo believes that the Hugo Element man enjoys life by slowing down to understand the city in his own pace by tuning into the positive urban energies. He feels creatively nourished and inspired by the urban elements, finding his way through the city as he feels the need for more creative elements. According to Thomas Burkhardt, P&G Global Marketing Director for HUGO BOSS Fragrances, "We’re globally witnessing the rise of the ‘super city’. And in turn this has created a generation of urban males - The Urban Traveler - for whom the city is a source of inspiration. He doesn’t desire to leave it for conventional ‘time out’. The city is alive and it’s here that he is truly in his element."

According to Jonathan Meyers, "Just like the HUGO Element man, I’m a born urbanite. The urban environment feels familiar to me and whichever city I visit, I somehow seem to find my way around it instinctively. The city is the life source of the HUGO Element man, and he shapes and defines it in his own irreverent way. I’d like to think this is the way I am too."

Since Hugo Element is a fresh and modern masculine scent, it is the urban traveler who sees the city as his life source. The energy of the four elements inspires the fragrance to revive one’s creative energy. The fragrance takes its inspiration from a piece of granite stone which is formed by the direct effects of all the elements. It is created from Fire, and becomes a part of the earth, while continuously being weathered by and Water.  The persistent image of granite lends life to the fragrance of Hugo Element.

The top note component is led by the well known synthetic material Calone, which represents the water element. The fire element is represented by the fresh spicy notes of Ginger and Coriander – signifying the heart note component driven by leaves. Moreover, the base note is represented by woody notes, particularly Cedarwood. The fragrance packaging is an interpretation of an oxygen bottle, which signifies the air element.

According to Jonathon Meyers, "Like all HUGO fragrances, I think HUGO Element smells of a particular lifestyle - a very urban lifestyle, where creativity surrounds you in everything you do, everywhere you go. I like the fact the fragrance is both fresh and spicy whilst the hint of woodiness makes it masculine and elegant. It is a fragrance that exudes good character and positivity - it makes complete sense."

The packaging for the Hugo Element is depicted as an oxygen bottle that has been designed with a touch of HUGO’s trademark irreverence. Just as an oxygen bottle allows the discovery of the mysterious underwater world, the urban traveler navigates through the city and inspired by creative elements signified by Hugo Element. Such was the inspiration for the design of the unique HUGO Element bottle - an oxygen bottle, aimed at urban life.

The HUGO Element bottle uses materials that are a clever combination of shiny metal and glass, these reflect light and transparency. The external pack of the Hugo Element displays the bottle design. The Hugo logo is displayed in a contemporary and modern manner. There are eye catching graphics that further highlight Hugo’s sensitive and irreverent image.

According to Thomas Burkhardt, P&G Global Marketing Director for HUGO commented "Our HUGO Element man wants to recharge and it is through being inspired by the city that his positive energy is revived. The oxygen bottle concept therefore came to mind naturally - positive and fresh, it not only encapsulates the scent and the bottle, but the HUGO Element man himself."

According to Jonathon Meyers, "I love the fact the bottle was inspired by an oxygen tank. It’s very unique and to me symbolizes the revival of positive energy, in the same way the city recharges my batteries."

The Hugo element is available at all leading stores in India. The Hugo element eau de toilette spray 40ml is available for - Rs. 2275/- while the Hugo element eau de toilette spray 60ml is available for rs.2850/-. The Hugo element eau de toilette spray 90ml is priced at Rs. 3525/-, while the Hugo element deodorant spray 150 ml costs Rs. 1100/-.

Related Books:
Perfumes, Splashes & Colognes: Discovering and Crafting Your Personal Fragrances
Perfume of the Desert
Love's Perfumes: A Novel

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Posted by Jigar Gondalia on 23 May, 2009 5:53:20 PM IST #