Ice Ice Baby: Hugo Iced plays it cool to attract Millennials


Coty has launched Hugo Iced with a rallying cry to “embrace the fresh potential of everyday”. Aimed firmly at the Millennial demographic, it is a new take on the classic Hugo Man fragrance, reinvented for those on the cutting edge of today’s fast-paced, technologically-driven new world.

With notes of iced mint, wild tea and vetiver, the fragrance acts as the olfactory equivalent of an invigorating splash of iced water. Here, the wild tea is given an ice-cold earthy frozen effect to increase the freshness. In addition, vibrant juniper and bitter orange round out the clean, crisp fragrance.

The hash tag #YourTimeIsNow supports the campaign which plugs into the scary-yet-exhilarating thrill of setting out into the world and finding your path in life.

Described as a ‘vivacious and stimulating’ fragrance, Hugo Iced aims to bestow an air of confidence upon the wearer. It is the older statesman divulging some of his hard-won secrets to the young pretender.

Available in 75ml and 100ml, Hugo Iced is ready to purchase now in airport shops.

Clare Austin
written by: Clare Austin
With a background in fashion and beauty journalism for magazines such as Elle and Harper’s Bazaar Clare is a beauty enthusiast whose pulse quickens whenever a new product hits the shelves.