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  1. #1

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    Default Boss Selection to launch in May

    P&G Beauty has lifted the veil to a new men’s fragrance for the Hugo Boss brand, Boss Selection. Named after Hugo Boss’s men’s fashion collection launched last year, Boss Selection represents a new high-end positioning for the brand, targeting the “older, more established man”, aged 35 to 45 years, Yann Galina, operational marketing director for P&G Beauty, a division of US consumer goods group Procter & Gamble, tells Cosmeticnews.com. Boss Selection is priced 10% more than the Boss fragrance line.

    Boss Selection is a fresh, spicy aromatic concoction developed by P&G in collaboration with Givaudan. The scent opens with notes of mandarin and grapefruit around a heart of cedar needles and star anise. The base features notes of cedar wood, patchouli, vetiver and heliotrope. The fragrance is housed in a thick glass grey-tinted bottle, designed by Lutz Hermann.

    Boss Selection is scheduled to arrive in global markets in May and will be backed by advertising campaign’s including a TV spot by Erick Ifergan, starring Thomas Kretschmann, and shot by Michelangelo de Battista.

    The line comprises EdTs of 50ml and 90ml, priced at €48 and €62, plus six ancillary items, including three aftershave items (50ml, 90ml and 75ml balms, priced €39, €49 and €34, respectively), a shower gel (150ml) and deodorant spray and stick, each priced €21.

    cosmeticnews.com

  2. #2
    Joel_Cairo's Avatar
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    Default Re: Boss Selection to launch in May

    Quote Originally Posted by whitechandoo
    Named after Hugo Boss’s men’s fashion collection launched last year, Boss Selection represents a new high-end positioning for the brand, targeting the “older, more established man”, aged 35 to 45 years,
    wait isn't this EXACTLY what they did with Baldessarini.
    YYYAAAAAAAAAAAAAAAAAAAAAAWWWNNNNNNNN

  3. #3

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    Default Re: Boss Selection to launch in May

    I honestly think this house will never ever make anything cool again. Another BIG yawn.

    MMM

  4. #4

    Default Re: Boss Selection to launch in May

    So they dropped the Baldesarini brand, cause the man retired. And suddenly now they have a new clothing line/ brand for the "mature men"market and a new fragrance to go with it?. clever, but Yawn indeed. When will this end? :-/

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