Hugo Now Eau de Toilette

Hugo Now, an exhilarating new burst of energy signed Hugo Boss

Recall that in 1995, the house of Hugo Boss gave birth to a masculine fragrance that has since become a classic: the iconic perfume Hugo. Buoyed by its success, this fresh and aromatic juice has continued to reinvent itself year after year. In Sport, Extreme, Urban or Iced versions, Hugo has been declined endlessly and has plenty to satisfy every character. Yet once again, the house of Hugo Boss decided to write a new chapter in its story. The latest addition, launched in 2020, is called Hugo Now and proves more exhilarating and refreshing than ever. So, how about adding a boost to your grooming routine?

Who is the man who wears Hugo Now?

Hugo Now is a new perfume that fits fully in the line of its predecessors. Its motto remains unchanged: “Do not imitate, innovate!” Hugo Now is designed for the adventurers of modern times. In this sense, it frees the mind and stimulates the senses. Hugo Now is a symbol of freedom, self-affirmation and independence. With it, style belongs to everyone, far from norms and clichés. Hugo Now is the essence of an individual identity. As proof of its simplicity, it simply bears the name of the creator of the house to which it belongs. Hugo Now goes straight to the essential and strips away anything superfluous.

The fresh and lively scent of Hugo Now

To encourage wearers to push their limits and rise to every daily challenge, Hugo Now relies above all on freshness. It first stimulates the senses with an exhilarating combination of citrus. To that end, it incorporates in its top notes a duo of cardamom and a touch of lemon zest. Then its aromatic signature takes over. Lavender comes in to freshen the whole, giving this scent an evocative note reminiscent of an old-fashioned barbershop soap. Mint further amplifies the thrill emanating from this fragrance. Little by little, masculinity resurfaces and intensifies in a base of vetiver.

Simplicity also finds its way into the bottle of Hugo Boss

Finally, the bottle of the new Hugo Now is also in keeping with its fragrance. The house once again chose to go straight to the essential. To that end, the bottle of Hugo Now takes the shape of a flask whose look is almost akin to a simple water bottle. The message is simple: carry water, source of life, to survive in the urban jungle. Hugo Now presents a slightly bluish-tinted juice, emerging from frosted glass. Its silvered cap is connected to the whole by a strip of blue fabric. Only the name Hugo stands out from the rest with its more explosive red hue. The whole comes in two different sizes, 75 and 125 ml.