HUGO Parfums unveiled the next chapter of its #YourTimeIsNow campaign with a new scent, HUGO Urban Journey, which encourages millennials to explore the city on their doorstep before venturing into the world beyond.
To mark the launch in travel retail and to bring the campaign to life different retailtainment-led ‘pop-ups’ were installed within airports.
In keeping with the theme, passengers were encouraged to interact with the world beyond and become urban explorers via a VR interactive game. Passengers were entertained by the brand directly instore.
This unique interaction with the brand converted passengers into customers, reports Coty.
With top notes of Himalayan whorlflower and heart notes of intense, Black Tea, the new HUGO Urban Journey limited edition fragrance provides an instant alertness and curiosity. At the base, Gaiac Wood expresses masculinity and confidence, creating a balanced portrait of the ideal scent for millennials today, says Coty.