In the mid 1990’s the world of men’s fragrance experienced a renaissance, a repositioning of ingredients and notes leading to a more modern, lighter fragrance than men were previously accustomed to wearing. It was during this time – 1995 to be exact – that a modern classic was conceived, HUGO MAN by Hugo Boss. This aromatic green fragrance, nosed by Bob Aliano, would become a grooming staple through the decades that ensued. Almost omnipresent at times, the mere scent of the green apple and lavender top note is a cue to reminisce for men (and women) worldwide.
The world of fragrance has since progressed, seeing an increase in categories, a greater understanding of fine fragrance and most importantly the understanding of oneself. In truth, with the exception of a few breakaway concepts most of new fragrance inspiration is taken from the past; inline with this trend Hugo Boss have reignited an old flame with an altogether more modern hue entitled HUGO RED.
Despite the differences in ingredients between HUGO MAN and RED, the common ground of the two scents can be found in their sweetness. Cedarwood in the base notes and familiar sweet grapefruit in the top notes are consistent with the classic, but the rhubarb heart is almost the opposite of green apple transforming the tone of the scent into an altogether more ‘serious’ fragrance.
This new carnation, has all the makings of a future classic; clean modern design, yes in a familiar silhouette, but hardened in appearance with its new matte opacity and intense red colouring. A colour associated with power and determination, red is indicative of the fragrance’s intent to provoke and energise. Tactile, the bottle itself possess heat sensitive properties, changing colour when grasped.
The HUGO RED frontman, Jared Leto references determination as being core to achieving any aspiration:
“People sometimes think of pressure as having negative connotations but it can be a great motivator to take control and define who you are. When you face a challenge it’s important to keep pushing yourself so you can learn and grow” – Jared Leto
This year Hugo Boss celebrate the 20th anniversary since the conception of the HUGO fragrance line. We see HUGO RED as the spark to ignite festivities, launching 2013 with an extravagant fragrant explosion – let the celebrations begin.
www.HUGOBOSS.com
PHOTOS: ELI ANKUTSE
