Hugo Boss launches new men’s fragrance

Hugo Boss is launching a global campaign for its new men’s fragrance, Hugo Dark Blue, at the end of this month. The scent, from Procter & Gamble, comes in a dark blue bottle shaped like a cocktail shaker. It aims to attract a ‘young, sophisticated’ male consumer with a ‘strong and sexy’ image. A TV, press, cinema and poster advertising campaign by the Grey subsidiary Blue Grey will coincide with the product’s gradual roll-out across Europe, Asia, Pacific and Africa, up to March 2000. Blue Grey account director Pip Stocks says: ‘The darker side of Hugo’s campaign complements the advertising for the current Hugo brand by offering men something for a different mood. The man who wears Hugo Dark Blue will be expressing his individuality.’ The fragrance ‘contains notes of lemon, ginger, cypress, sage suede and patchouli.’ Media buying is through MediaCom TMB. Hugo Dark Blue will be available in aftershave and eau de toilette in 75ml and 125ml sizes.

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