Hugo Boss launched in April 2008 its new (at that time) fragrance for men, called Boss Pure, belonging to woody aquatic olfactory group and designed by perfumer Will Andrews (from P&G Perfumes). It is a nice clear scent inspired by the most essential liquid, water, having citrus and fruity accords as the recurrent themes.
Judging by the presentation from the official website, which says “Utterly energized and bursting with aquatic freshness, this scent is the perfect complement for the style-conscious, confidently-ambitious and successful man. The character of the fragrance is subtle, sophisticated and superbly stimulating.” you could expect of something more sophisticated, except this is not the case. Boss Pure is that type of scent that vanishes within less than 5 hours from the application.
The opening of Boss Pure is built from citrus notes, from Mandarin orange, grapefruit, lemon and fig. The scent develops fast and after half an hour is replaced by the heart, having floral accords from Lily and hyacinth. The base notes feature only Massoia wood which progresses nicely on the skin.
Boss Pure comes in a bottle that resembles a lot with Calvin Klein’s Man, launched in 2007, except this one replaced the black and white chromatic with a lighter shade of blue. The same perfectly cut shapes are meant to evoke the power of the man confronted with a tough force of nature, the water.
In the video for the ad campaign, the male model Chris Austad is featured in a universe dominated by (you guessed right, again!) water, from where he attempts an escape by diving straight into a wall that resembles a cascade. Boss Pure represents the type of perfume that, in spite of being correctly done, does not differentiate itself from the series of fragrances inspired by/having water as their main theme.
Boss Pure Hugo Boss Perfume Details
- Boss Pure is available in 50 and 100 ml Eau de Toilette Spray and complementary products in the range, such as: 75 ml After-Shave, 150 ml Shower Gel and 60 ml Deodorant Stick; the lasting power is below average (1 to 5 hours) and the sillage is mild.
- Olfactory Group: Woody Aquatic
- For: Men
- Year Introduced: 2008
- Perfumer: Will Andrews
- Recommended Wear: Day
- Dress Code: Casual
Chris Austad video for Boss Pure