z cosmeticnews.com, bylo juz o tym- ale jeszcze jeden opis:
"US consumer-goods manufacturer Procter & Gamble (P&G), which holds the
fragrance license for German apparel label Hugo Boss, has injected some
energy into its Hugo line for young men with the launch of Energise, slated
to roll out globally as of August 2. The juice, formulated by P&G Prestige
Beauté in the UK together with Netherlands-based flavor and fragrance
manufacturer Quest, is the first men’s fragrance for the Hugo line since Dark
Blue launched six years ago.
“For a brand which prides itself on innovation and newness, it is time for a
another Hugo launch,” P&G director France, Jonathan Hewlett tells
Cosmeticnews.com. The launch follows hot on the heels of Soul, a fragrance
introduced February 1 for the Boss line and which hit a 3.5% sales share in
France for its first month, the largest launch in that market since Chanel’s
Allure Homme in 1999, according to Hewlett. As with all major launches, P&G
is aiming for a top-10 position with Energise.
The fragrance opens with spicy top notes, flowing into an aromatic heart and
wrapping up with woody leathery under-notes. The bottle (inspired by a
battery), together with the packaging, was designed by UK company Innovia
The Energise fragrance line is comprised of two EdTs in 75ml and 125ml
formats, priced €43 and €55 respectively, and two aftershaves also of 75ml
and 125ml (€39 and €48), an aftershave balm (75ml: €32), a deodorant in spray
(150ml) and stick (75ml) formats, both for €18, and finally, a 150ml shower
gel, also for €18.
The launch will be accompanied with the usual P&G media barrage, including a
TV spot directed by Edmundo Roman and featuring French actor and Hugo poster
boy Nicholas Duvauchelle, hitting international screens for 10 weeks leading
up to Christmas 2005. The press campaign was shot by Alexey Hay.
And when can the much talked about Boss men’s skincare line be expected? P&G
has been tight-lipped and has pushed back the original June 2005 date.
However, Hewlett assures that a launch will occur before year-end, adding
that definitive details on this entry into skincare will be released in the
next two months."