P&G Prestige to launch Hugo flanker 'Red' in January
P&G Prestige are adding to the Hugo family with Hugo Red - expected to launch in January 2013 the twentieth anniversary of the original Hugo fragrance. The fragrance is based around two accords cold metal, which they are calling "solid chill" and hot metal, or "liquid heat".
Solid chill features notes of grapefruit, rhubarb and metallic note. Liquid heat has notes of "hot amber" and cedarwood. Will Andrews of P&G's Fragrance Creation Team told WWD that "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."
Jared Leto will be the face of the fragrance. Leto also fronted the campaign for last years' Hugo Just Different fragrance.
The fragrance will be available as Eau de Toilette in 40ml (43/£27/$56), 75ml (52/£37/$68) and 150ml (75/£52/$98). Also available are Aftershave Balm, Shower Gel, Deodorant Stick and Spray.