Hugo Boss sees red

In time for its 20th anniversary, German fashion and fragrance company Hugo Boss (Procter & Gamble) is releasing a new fragrance for men, entitled Hugo Red.

In time for its 20th anniversary, German fashion and fragrance company Hugo Boss (Procter & Gamble) is releasing a new fragrance for men, entitled Hugo Red. As the follow up fragrance to the 2011 release of Hugo Just Different, Hugo Red is described as a fragrance that "inspires men to break with convention and unleash their creativity."

True to its name, Hugo Red is built around two contrasting accords; a Solid Chill accord and a Liquid Heat accord. Solid Chill, said to represent the "strength of solid metal" combines grapefruit in the top note with rhubarb in the heart. Liquid Heat, on the other hand, blends cedarwood and hot amber in the dry down to evoke the "heat and fluidity of red-hot metal."

Meanwhile, the Hugo Red flacon retains the signature shape of both Hugo Man and Hugo Just Different, while featuring a thermo-chromic ink coating. This enables the red flacon to respond to heat, changing colour when touched to leave the user's prints on the bottle.

Similar to Just Different, Hugo Red will be fronted by musician and actor Jared Leto as its global face.

Launching in January, Hugo Red will be priced from £27.

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