Procter & Gamble: BOSS Orange

This campaign, winner of a gold award at the 2010 Euro Effies, introduced HUGO BOSS - a brand best known for men's suits - to the female fragrance sector.

Procter & Gamble: BOSS Orange

The world of perfumes is one of glamour, elegance and impossibly beautiful celebrities in fantastical scenarios, with the most successful fragrance brands being Chanel, Dior, Thierry Mugler and Guerlain. Yet in 2009 these bastions of unattainable femininity were challenged by a brand known primarily for men's suits. That brand was HUGO BOSS.

Previously an unspectacular performer in the female category, HUGO BOSS launched a fragrance in one of the most cluttered and difficult environments ever, with over 1000 fragrances on the market and around 300 launches annually, in a category showing nearly double digit decline...

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