HUGO Parfums has unveiled the latest chapter of its #YourTimeIsNow campaign with a new scent, HUGO Urban Journey, set to encourage millennials to explore the city on their doorstep before venturing into the world beyond. The latest expression of this multi-faceted campaign will see HUGO fragrance ambassador Zac Efron empower today’s young to embrace new opportunities to live their lives to the fullest.

For over 20 years, HUGO has been at the forefront of a generation that strives to do things their own way. A generation that believes life is there for the taking. To celebrate their stories, HUGO Man launched #YourTimeIsNow in 2017, a campaign heralding those who embrace new opportunities in exchange for a life defined by their hopes and dreams.

Now, HUGO Parfums invites the same thrill-seekers to discover the unexpected and seek out the urban adventures around them. Fronted by Zac Efron, who epitomizes the city explorer, the campaign serves as a reminder to today’s youth to enrich their lives through the exhilarating experiences their concrete jungles have to offer.

With energizing top notes of hidden Himalayan whorlflower and heart notes of intense, aromatic Black Tea, new HUGO Urban Journey limited edition fragrance provides an instant alertness and curiosity. Igniting a spirit of adventure, it incites the wearer to explore and discover new surroundings. At the base, Gaiac Wood expresses masculinity and confidence, creating a balanced portrait of the ideal scent for millennials today.

Epitomizing the scent’s spirit of adventure, the flask-shaped flacon – an iconic, minimalist design that has inspired generations and remained unchanged for over 20 years – is a motif for the HUGO Man’s unquenchable thirst for exploration. Designed with an innovative concrete technology, it evokes the true essence of the scent HUGO Urban Journey. Just as one must turn corners to uncover a city, the flacon is displayed on two sides of the outer packaging, inviting the wearer to change his perspective to discover the full picture.

Scent Notes:

Top note: Himalayan Whorlflower, Orange, Cardamom

Heart note: Aromatic Black Tea, Cascalone®

Base note: Gaiacwood, Sandalwood, Oakmoss