According to HUGO Fragrances ambassador, Jared Leto, “Pushing boundaries is important for everyone – that’s when you find the greatest reward, the biggest breakthrough”. Making predictable choices or reverting to well-trodden patterns of behavior stifles your creativity – it’s when you challenge yourself that the most original ideas and performances happen. HUGO Fragrances is once again raising the bar for innovation with its latest perfume for men, HUGO Red. Launching in April 2013 this dynamic fragrance features an unexpected blend of contrasting ingredients that inspires men to break with convention and unleash their unique creativity.
2013 also marks the 20th anniversary of HUGO, a brand that has always striven to challenge traditional rules and ideals. Embodying an avant-garde yet confident style, the HUGO collections take an innovative and unconventional approach to fashion, delivering progressive looks with a contemporary attitude. HUGO Fragrances has always shared this attitude and the new HUGO Red is a perfect example of the brand’s creative and experimental spirit. Following in the footsteps of the iconic HUGO Man – a global bestseller for almost two decades – and its hugely successful follow-up, HUGO Just Different, HUGO Red is destined to become another perfume classic for men.
HUGO Red – The Face
The 2011 launch of HUGO Just Different marked the signing of acclaimed musician, music video director and film actor, Jared Leto, as the face of HUGO Fragrances. A modern icon of originality, he is renowned for his extraordinary creativity and unique talent, making him a natural fit with the HUGO brand and the HUGO Red concept. In his own words, “I think creativity and pushing boundaries go hand in hand, and originality comes from individuals who are willing to take chances, to bet on themselves”.
Thriving on pressure, Jared Leto sees life as both a journey and an adventure, actively seeking out new and innovative experiences to ensure he is constantly evolving and pushing himself to reach new heights. “People sometimes think of pressure as having negative connotations but I think 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, and I always feel glad I did when I come out the other side.” Jared Leto
HUGO Red – The Fragrance
“An innovative scent requires an innovative source of inspiration and HUGO Red is a great example of this. We wanted to create a perfume for men that captures the idea of pushing boundaries and to achieve this we found an unexpected parallel with the behavior of cold and hot metal. The result of our creation is a contemporary blend of contrasting ingredients, full of cold and hot tension that stimulates the wearer and leaves him feeling energized and ready to challenge himself.”
Will Andrews, P&G Fragrance Creation Team
Accordingly, the HUGO Red fragrance is built around two contrasting accords: the ‘Solid Chill’ accord and the ‘Liquid Heat’ accord, which reflect the different facets of cold and hot metal.
The ‘Solid Chill’ accord combines grapefruit in the top note with rhubarb in the heart note to create a bitter fresh accord with a metallic accent that simulates the underlying strength of solid metal. While the ‘Liquid Heat’ accord is characterized by cedarwood and hot amber that blend together in the dry-down to convey the heat and fluidity of red-hot metal.
The transition between the two states of metal illustrates the idea of adapting under intense pressure; of going beyond natural limits to create something new and unique.
HUGO Red – Line-up
- Eau de Toilette 75 ml RM202
- Eau de Toilette 150 ml RM291
- Shower Gel 200 ml RM85
- Deodorant Stick 75 ml RM85
- Deodorant Spray 150 ml RM85
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