Hugo has recently launched its new male fragrance HUGO Element. This masculine scent is designed for the urban traveler who lives and breathes the city.
It covers the citys creative and inspiring energy. The HUGO Element man feels creatively enriched and inspired by the city, and, in turn, breathes new life into it as he moves through it, inspiring those he meets along the way.
Thomas Burkhardt, P&G Global Marketing Director for HUGO BOSS Fragrances stated, "Were 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 doesnt desire to leave it for conventional time out. The city is alive and its here that he is truly in his element."
Jonathan Rhys Meyers added, "Just like the HUGO Element man, Im 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. Id like to think this is the way I am too."
The starting point of the fragrance is the scented interpretation of a piece of Granite stone, which is formed by the direct effects of all the elements created from Fire, becoming part of the Earth, weathered by Air and Water. This strong image is brought to life as a fragrance by balancing four key olfactory facets.
The packaging of the fragrance is an interpretation of an oxygen bottle, representing the Air Element.
Jonathan Rhys Meyers added, "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 HUGO Element bottle is the interpretation of a lifestyle object, in this case an oxygen bottle, designed with a touch of HUGOs trademark irreverence. In the same way the oxygen bottle enables the discovery of the mysterious world which lies beneath the water when diving, HUGO Element allows the urban traveler to navigate through the city and be inspired by all its creative elements. Such was the inspiration for the design of the unique HUGO Element bottle - an oxygen bottle, aimed at urban life.
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."
Jonathan Rhys Meyers further added, "I love the fact the bottle was inspired by an oxygen tank. Its very unique and to me symbolises the revival of positive energy, in the same way the city recharges my batteries."
HUGO ELEMENT is available across all leading stores in India under the following retail price-
1. HUGO ELEMENT Eau de Toilette Spray 40ml- Rs. 2275.
2. HUGO ELEMENT Eau de Toilette Spray 60ml- Rs.2850.
3. HUGO ELEMENT Eau de Toilette Spray 90ml- Rs. 3525.
4. HUGO ELEMENT Deodrant Spray 150 ml- Rs. 1100.
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