The house of Hugo Boss introduced their new fragrance called Hugo Element back in February 2009. The face of this fragrance is Jonathan Rhys Meyers, the popular Irish film and TV actor, known for his role of King Henry the 7th in TV drama The Tudors. Apart from his acting career, he also worked as a model for Versace, Hugo Boss and Club Monaco. The new fragrance, Hugo Element, goals at urban man who lives in accord with his time. As photographer of the campaign, Stephen Ruiz, says Jonathan Meyers is an outstanding choice to present the new perfume and fits perfectly in its concept. The top notes of this fragrance represent the water elements and give a first impression of fresh seashore. The heart ingredients are driven by the new spicy notes of ginger and coriander leaf, on behalf of the fire element. In the base, woody notes such as cedarwood, signify the earth element. The packaging is a clarification of an oxygen bottle and represents the air element, surrounding everything. Hugo Boss Element has been suggested to be worn during the day to compliment a man’s persona and presence. The Hugo Element man feels productively enriched and stimulated by the city, the city is his life source; Hugo Element is his fragrance.
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