Our take
What does Hugo Now smell like?
Announced at the end of 2019, Hugo Now reached stores in 2020 as a new spin on the 1995 Hugo. The brand aimed it at a young, active crowd, as an eau de toilette in 75 and 125 ml sizes. The opening is plainly fresh. Cardamom mixes with lemon zest that stings the nose a little. The heart stays on the same track. Lavender and mint form a very clean aromatic pair, the kind that brings to mind a bathroom after a shower. The base is just Haitian vetiver, dry and slightly smoky. It adds some staying power without changing the character. The original Hugo relied on green apple and fir. Hugo Now keeps the aromatic spirit but swaps the apple for spice and lemon. It is simple and effective, close to generic.
When to wear it
A daytime scent for summer, the gym or the office. Four sprays, since it fades fast.
It belongs to the Woody, Aromatic family. Hugo Now is one of 35 creations by Hugo Boss in our encyclopedia.
