Hugo Boss's new men's scent Red will go on sale in stores in January 2013 as the follow-up to the brand's highly successful Just Different fragrance.
The scent features metallic grapefruit and rhubarb, cedarwood, and amber notes. "What is innovative about this is that it is a two-phase fragrance, and you have this almost extreme freshness followed by the beautiful warmth," Will Andrews of P&G's Fragrance Creation Team told WWD. The eau de toilette will appear in 40-ml., 75-ml. and 150-ml. sizes and will also be accompanied by aftershave balm, shower gel and deodorant stick and spray.
The Red bottle is coated in a bright scarlet thermochromic paint which changes color when it's touched and the waterbottle-style flask also sports a plastic black stopper for a youthful finish.
The face of the Red brand, Jared Leto, appears in posters as well as in promotional videos for the new fragrance (Leto also fronts Hugo Man and Hugo Just Different). The latest ads feature a 'Red Means Go' tagline, with the singer and actor holding the bottle while traffic lights pop behind him.
Launched last year, Just Different has been a global success and has "doubled the total sales of Hugo fragrances" according to Gerd von Podewils, global director for Procter & Gamble Prestige.
Industry analysts estimate Hugo Red could produce first-year retail figures of $120 million. Jan Loewen, license director at Hugo Boss, added that "the brand is growing like hell - fragrance is doing very well." This is part of a wider growth in the men's luxury fragrance market. According to a recent report by analysts at NPD, fragrances are set to be the sixth best-selling gift this Christmas in the US.