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The Hugo Woman!


This spring HUGO introduces a new fragrance for women who live the HUGO attitude: passionate, bold and always at the forefront of a new, empowered generation that does things in its way and lives up to the motto ‘invent yourself’.

The HUGO Woman
The HUGO Woman is a trailblazer, who leads rather than follows, with a passion for the extraordinary in everything she pursues.

Hugo Woman and Hugo Man

Inventive to the core, her dynamism inspires those around her. Here is a woman who seizes life, embracing all it has to offer. Originality is everything; surprise all. She is a pioneer: unique in her character, in her style, and in the scent that spurs her to live life on her own terms. Others aspire to be her. She sets the mold.

Her perfume is the mark she makes on the world. She demands that it drives her curiosity and captures her imagination. For this most individual of individuals, this can only mean the HUGO Woman fragrance – a scented innovation that allows her to wear it her way.

The Fragrance
HUGO Woman is a fruity, floral fragrance with an unconventional, boyish twist, combining unexpected naturals and pioneering molecules.


The scent creates a contrast of tones and sensations, fusing traditionally feminine and unexpected masculine notes to redefine the conventions of female fragrances to reflect HUGO’s minimalist glamour.

Top Notes
Ripe boysenberry and sparkling Italian mandarin are offset by the herbaceous mountain freshness of Himalayan red grass. The scent’s opening speaks of uplift, adventure and the lure of the fresh experience.

Middle Notes
Jasmine sambac and plush, darkly fruity black plum meet the enigmatic elegance of iris and the spicy, smoky intensity of Indian black tea; the latter adding an unexpected boyish twist. HUGO Woman’s heart is a compelling mix of heady femininity and masculine intrigue.
Base Notes
The base notes are a revelation: captive woods in which shimmering sandalwood laced with cedar, is warmed by voluptuously feminine amber. The resulting dry down is riveting: its sillage is exquisitely rich, creamy and potent, with a chic contemporary dryness.
The Flacon Design
The HUGO Woman flacon comprises a circle of transparent glass – sleek, with an air of minimalism – revealing a clear juice. A groove reaching around the bottle reveals a hidden scarlet ring, a discreet feminine touch, defining, yet low-key. It speaks to the individual with her own defiant style.


The campaign
Danish model Freja Beha Erichsen, celebrated for her beauty and attitude, is the face of HUGO Woman. “You can express your individuality with fragrance, especially as the same one will smell unique on everyone. I love that.” she remarked. “It creates a signature scent to match your personality. HUGO Woman reminds me of a friend whose motto is: ‘Put on your “Yes” hat!’ It’s about embracing life and doing things your way!”

The advertising campaign for HUGO Woman will comprise a print and television commercial. In the print campaign, shot by modern minimalist photographer Karim Sadli, a black-suited Freja gazes through the flacon as a unique lens on the world. In the joint HUGO Man and HUGO Woman image, she appears with her co-star, French model Adrien Sahores. They make an intriguing pair: nonchalant, audacious, self-assured – neither revering their scent, nor telling others how to live.

The television commercial is the work of Ryan Hope, famed for the contemporaneity of his work, and as someone who sets rather than follows fashion. In this Freja and Adrien create their own mood – insouciantly expressing themselves – inspiring HUGO’s wearers to write their own story, take their own path, stray away from the herd. Your fragrance, your way.


HUGO Woman will go on sale in February 2015 as an Eau de Parfum


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