HUGO BOSS - Scentagraphics

Hugo Boss set the task of creating an ‘innovation in scent’ to launch their latest fragrance for Hugo Man and Woman.

In the digital world of Instagram, Snapchat, Facebook and Twitter, every element of our lives is captured, visualised and shared. All, except one: SCENT.

Working closely with the Research and Development team, we helped Hugo Boss to achieve a world first. Merging the worlds of technology and fashion, a ground breaking piece of technology made it possible to capture and visualise a fragrance. Distinguishing a range of variants from coolness, spiciness, warmth and floral notes, our design team came up with stunning graphics that could define each fragrance, and popular scents of the world.
We called it SCENTAGRAPHICS: 'You’ll never look at fragrance in the same way again'.

Concepts ranged from seeding on social media, PR, a launch film and instore POS.

The mood film introduced this groundbreaking way of launching a fragrance:

Personalised T-shirt

The Scentagraphics App uses GPS technology to detect where you are, with an option to tag keywords. Take a photo and the Scentagraph is overlaid on your image. Or use the augmented reality feature to see pre- created scentagraphs at popular hotspots worldwide.

*Unfortunately the campaign had to be pulled for reasons beyond the agency and client's control, but months of work can't go unnoticed..