Liam Payne stars in Hugo Now fragrance campaign


A new fragrant adventure is awaiting us with the newest Hugo Now edition launched at the beginning of 2020; a limited edition inspired by the power of Now! The scent is a symbol of this free-spirited and young-at-heart attitude, and Hugo partners with artist Liam Payne to inspire his peers to seize the only moment they own: Now. #MyTimeIsNow

Hugo Now follows the success of the Hugo line started in 1995 with the pillar of the collection: Hugo The collection grew over the years, offering various flankers, limited editions and art editions, of which we’ll mention Hugo Iced, Hugo Reversed, Hugo Urban Journey. The newest creation is presented and created under the license of Coty, while being signed by perfumer Frank Voelkl.


This Aromatic Watery fragrance opens with a hit of Cardamom, a spicy and fusing note combined with the biting energy of Lemon zest, bringing light and freshness to the composition. This cutting-edge freshness carries through to the heart, softened by the aromatic notes of Lavender and paired with the cooling sensation of Mint and watery Aquozone, a frozen accord providing a cold aquatic freshness. It’s a fresh, masculine dose of confidence to seize your moment, now! At the base are the elegant notes of Haitian Vetiver, both rough and soft, cold and warm, earthy and smooth for an urban masculinity. The olfactive composition of Hugo Now encourages those who wear it to discover the unknown, now! Because Now is the only time.”

Singer. Producer. Creator. Dreamer. Introducing Liam Payne, the new face of Hugo Parfums. A symbol of a generation empowered to act in the here and now, Liam embodies the Hugo spirit and encourages today’s young people to reach out and grab opportunities. Joining the Hugo family, Liam will spread an important message to his 20 million Instagram followers and others: to be the heroes of their own lives – because NOW is the only moment you own.


Speaking directly to today’s young people, #MyTimeIsNow is a call-to-action that says: Live in the present and become the hero of your own life. The new campaign film is directed by Colin Tilley and shot by Alasdair McLellan, in Berlin, a city which embodies perfectly the Hugo spirit; young, free-spirited, playful. The film itself is a big bang of powerful snapshots.

Liam Payne embraces the present moment, from his brief but passionate encounter with a young woman, played by supermodel Stella Maxwell, to appearing on stage as himself. The film is set to speak to those who shape the world they live in, for whom every day and every moment is a new opportunity.
HB H NOW 20 EDT 75mlHugo Now is crafted with a sleek minimalist design – the iconic Hugo flask-shaped flacon. Its frosted pale blue color reflects the idea that the sky is the limit if you just believe in yourself.

The newest Hugo Boss creation Hugo Now is available as 75 and 125ml Eau de Toilette at selected stores worldwide. Come into the beautiful world of Hugo Boss.