I Am HUGO… are you? Liam Payne fronts launch of revamped HUGO MAN

I Am HUGO… are you? Liam Payne fronts launch of revamped HUGO MAN

HUGO MAN is reinvented for a new era with an attention-grabbing update to its iconic, flask-shaped bottle, and a bold campaign posing the question: I am HUGO… are you?

Starring HUGO global ambassador, musician Liam Payne, the relaunch of HUGO MAN draws on the core brand values of individuality and self-expression.


The campaign film, directed by Colin Tilley, is a series of snapshots that transmit a powerful call to action: live in the moment and define your own rules. Showing Liam on stage as well as freely exploring HUGO’s spiritual home, Berlin, the film captures a spirit of possibility and adventure. The German capital is also the backdrop of a striking key visual shot by Alasdair McLellan, featuring Liam on a rooftop above the city with the TV tower in the background. At its heart, Berlin embodies the free-spirited attitude of HUGO, a brand created for every individual withthe courage to stand out from the crowd and dare to be different.


The instantly recognizable transparent glass flacon of HUGO MAN, with its flask design, is newly redesigned for the relaunch with an oversized HUGO logo. It is presented in a matte box crafted from 98% carton containing recycled paper, with no cello wrapping for a more sustainable approach. The original scent, an aromatic-fruity composition created in 1995, captures a risk-taking, spontaneous and bold masculinity that is as agenda-setting now as the day it was launched. Refreshing and invigorating, HUGO MAN is a scent that inspires confidence and demands action in equal measure with energizing top notes of crisp green apple, aromatic notes,and fir balsamwood.

Fusing the energy of an iconic scent with the passionate, rule-breaking spirit of the modern HUGO tribe, the new HUGO MAN campaign is dedicated to every individual who dares to live life out loud, every day.


HUGO MAN is available in travel retail and duty-free locations worldwide from January 2021.

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