Hugo Boss will launch Hugo Element, a new fragrance that aspires to “upgrade the adolescent image of the Hugo brand”, this coming February. The target is urban men, the bottle is meant to recall an oxygen tank, and the face for the fragrance will be actor Jonathan Rhys Meyers, who has fronted the Hugo by Hugo Boss scents since last year (you can see two of the TV spots here). The print and television advertising was shot on location in Buenos Aires.
Hugo Element is fresh woody aquatic fragrance with notes of coriander and ginger. (I’ll update with more detailed notes when I can find them).
Hugo Boss Hugo Element will be available in 60 and 90 ml Eau de Toilette. (quote via cosmeticnews, additional information via vogue.com.au, osmoz) Update: in addition to coriander and ginger, Hugo Element features notes of calone and cedar. It will also be available in 40 ml and in matching grooming products. (via cosmoty.de) Update: you can see the Jonathan Rhys Meyers commercial here, and a review of Hugo Element here.
Ebba Los Angeles has launched By Sky, the third fragrance in the series that already includes By Sea and By Sand. By Sky is described as a “whimsical blend of Red Fig, Violet leaf and White Musk”, and is available in Perfume Oil or Eau de Parfum spray. (via ebbalosangeles)
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Ohhh! Love Jonathan Rhys Meyers. Great face for the juice…
I'm thinking that the photo looks oddly NOT like Jonathan Rhys Meyers! What have they done to him?
They've worked really hard to erase every trace of his androgynous sex appeal, haven't they? I kinda like him better cleaned up this way, but not airbrushed beyond recognition…
I have a feeling that none of the commenters in this thread will be interested in the juice itself, but do wonder whether this latest eeveel spawn has anything to do with Boss's erstwhile frag called HB Elements.
Looking forward to seeing the TV ad for this one, sounds fun.
I don't know him well enough to have noticed — will have to leave it to you guys to figure out.
On the second point Dusan, yeah, you've got me pegged.
Cool, I love Ebba By Sea and By Sand, looking forward to By Sky! The Hugo Boss, I'll pass…
Re: Hugo Element
I think it's funny they used an oxygen tank to appeal to an older audience. ha ha. how much older were they thinking?
Well that settles it! I've had a crush on JRM for a long time, I don't think this scent will be anything less than a success.
If you do try it, let us know how it is! The description is mighty terse.
LOL — I think they just meant over 25, probably. But the oxygen tank thing still strikes me as weird.
Jonathon Rhyss Meyers! Ouch! I think I need an oxygen tank! HA! No interest in the juice. Just send me the promo photos. Happy Thursday Robin.
Too bad they haven't got his picture on the bottle
Ah — so THAT'S the point of the oxygen tank! Now I get it.
Mmmm Jonathan Rhys Meyers yes please…
He was filming here in Buenos Aires!!! I missed it!
Seriously now, a lot of the international company ads from this decade were filmed in Buenos Aires, as the 3 to 1 devaluation from our peso to the dollar has made it cheaper and the tech&art skills of our people is above average.
Still, now after 8 years since the peso was devaluated, inflation has crept back and we find that we are not so competitive. I hope the city and the people keep the companies coming…
The image in the background is Diagonal Norte (North Diagonal, an avenue) which is one of my favourites, specially in the summer when it is almost deserted (everybody on vacation)
I'm lookinf forward to seeing the ad.
Regards
P.
p.s.: The frag sounds interesting, as it contains ginger, which I love
Woody Aquatic sounds like meh! 
They really have erased everything that originally made him so fascinating, huh? It's so disappointing…I liked him so much better before the Tudors, back when he was young and doing strange little roles and looking not quite as manly as he does now. It's a sad, sad thing. Completely off topic, but he was amazing in The Lion in Winter with Patrick Stewart and Glenn Close.
It's interesting because it said it was shot on location, but clearly that particular shot was not — you can see it was done by computer and he isn't really there.
Agree on all counts — I also liked him in Velvet Goldmine and Matchpoint. Yep, two very different roles but he nailed them.
As for the Lion in Winter, I love the version w/ Hepburn but thought that Glenn Close was just as stellar, if not more so, in the Hallmark production. Patrick Stewart too.
I did not know about this Hallmark version w/ Patrick Stewart, I'll have to look for that. (I'm a long time TNG fan)
R, I am only assuming the TV version was done by Hallmark because I saw it on Hallmark Channel.
Here's the info at imdb — http://tiny.cc/YkpH5
Hope you'll enjoy the film when you find it! Patrick Stewart is amazing
Thanks — added to my Netflix queue!