Hugo Now

It must be said that the brand does everything it can to keep the legend alive… Year after year, Hugo reinvents itself and reveals different facets of its personality. This time, the emphasis is on the present moment and the desire to fully live one's daily life. The new essence from Hugo Boss is called Hugo Now, a juice that speaks to all the urban adventurers of our time.

Hugo Now, the fragrance of a free and untamable man

While luxury is a very compartmentalized world, Hugo Boss likes to take us beyond its borders, right at the edge of propriety. Hugo Now invites the man who wears it to live according to his desires, even if it means surprising others. The one who wears this fragrance gladly accepts challengers and rejects material possessions. Only his desires and his quality of life seem to guide his choices. Hugo Now's motto has remained the same as that of its predecessors: Don't imitate, innovate! With this fragrance, every man is free to live his own way, without worrying about what others might say. Forget stereotypes and assert your own personality. Hugo Now is the fragrance of an individual identity. It speaks to the adventurer within, urging you to embrace the impossible. With Hugo Now, seize the moment!

Hugo Now, an aromatic thrill

As in the past, Hugo Now comes in a simple but contemporary bottle. Its shape is directly inspired by that of a canteen flask. After all, what could be more essential to man's survival than water? Unlike its glass of the past, its walls are now frosted. Inside this container, the fragrance of Hugo Now glows in a color between blue and gray, infinitely masculine. Only the name Hugo stands out from the whole. The bottle is also topped with a small silver screw cap, attached to it by a blue fabric cord, the emblematic color of masculinity.
From then on, all that remains is to discover the scent of this new essence. Everything begins with an icy, striking chill. The top notes of Hugo Now consist of cardamom and lemon zest. Then, one of the most emblematic ingredients in men's perfumery emerges at its heart. Lavender unfolds here into a Mediterranean, aromatic scent. Its power is further amplified by the exhilarating presence of mint. Finally, Hugo Now closes with a woodier, more charismatic and virile touch of vetiver. Hugo Now only fully reveals itself over the hours. Displaying remarkable tenacity, it gradually warms up until it reaches more masculine and fully authentic territory.