Hugo Fragrances have recently announced the launch of ‘One Fragrance, One Tree’; a new sustainability initiative inspired by the increasingly eco-conscious outlook of Hugo Fragrances consumers. For each special edition pack of Hugo Element and Hugo Man fragrance produced, one tree will be planted in the Amazon rainforest in Peru.

To help raise awareness of this cause in the UK, Hugo Fragrances has commissioned 5 artists to create their own eco-friendly interpretation of an urban jungle. Designs will be painted on 100% recyclable card in the form of large pop up trees. With creative support from the artists, people will be encouraged to make their own mark by painting blank trees that will be on display in 5 cities throughout the country.

The tour launched in London’s Covent Garden on Wednesday 17th March and travels to Bluewater in Kent (19th – 21st March); Bullring in Birmingham (26th – 28th March) Meadow Hall in Sheffield (2nd, 3rd and 5th April) and Centre MK in Milton Keynes (9th – 11th April) before returning back to Covent Garden on 15th April for a grand finale, where the pop up trees will turn the cobbled pavements of Covent Garden into an urban jungle for the day.

How it Works
The special pack editions feature a new outer pack design for Hugo Element and Hugo Man. On the back of each pack is a scratch-away panel which reveals a personal tree code that customers can enter online on Hugo to discover the exact location of where their tree will be planted.

To bring the project to fruition, Hugo Fragrances has partnered with Pur Projet; an organisation that specialises in working with brands to facilitate projects that help small-scale farmers’ cooperatives all over the world to develop sustainable agro-culture methods. The special edition bottles will be available to purchase in the UK from March 17th 2010. The plantation funded by Hugo Fragrances will cover an area of 800 hectares; equivalent to 7 Hyde Parks.

Thomas Burkhardt, Global Marketing Director for Hugo Boss Fragrances, comments: “The ‘One Fragrance, One Tree’ project reflects the conscience of the brand and the values of our customers as we all strive to improve our sustainability to protect the future of our planet.  We are thrilled to make this small but incredibly worthwhile contribution to a cause that is inescapably important to us all.

Hugo Element and Hugo Man are available nationwide:
–          Hugo Element Eau de Toilette from RRP £25 for 40ml
–          Hugo Man Eau de Toilette from RRP £19 for 40ml

About Pur Projet
To bring the project to fruition, Hugo Fragrances has partnered with Pur Projet; an organisation which specialises in working with brands to facilitate projects that help small-scale farmers’ cooperatives all over the world to develop sustainable agro-culture methods, with a view to tackle the broader issues of deforestation and global warming. The company benefits from a direct network of cooperatives with over 10 years experience in promoting sustainable development, through which tens of thousands of trees have been planted.

www.hugo.com