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Hugo Now 2020

6.8 / 10 47 Ratings
A limited perfume by Hugo Boss for men, released in 2020. The scent is aquatic-fresh. It is being marketed by Coty.
Pronunciation Compare Limited
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Main accords

Aquatic
Fresh
Citrus
Synthetic
Spicy

Fragrance Pyramid

Top Notes Top Notes
CardamomCardamom Lemon zestLemon zest
Heart Notes Heart Notes
AquozoneAquozone MintMint LavenderLavender
Base Notes Base Notes
Haitian vetiverHaitian vetiver

Perfumer

Videos
Ratings
Scent
6.847 Ratings
Longevity
5.937 Ratings
Sillage
5.937 Ratings
Bottle
6.754 Ratings
Value for money
7.224 Ratings
Submitted by OPomone · last update on 08/14/2025.
Source-backed & verified
Interesting Facts
The face of the advertising campaign is British singer Liam Payne.

Smells similar

What the fragrance is similar to
Aquaman (Eau de Toilette) by Rochas
Aquaman Eau de Toilette
Voyage (Eau de Toilette) by Nautica
Voyage Eau de Toilette
Pure Life Man (Eau de Toilette) by Mexx
Pure Life Man Eau de Toilette
Acqua di Giò Profondo (2020) (Eau de Parfum) by Giorgio Armani
Acqua di Giò Profondo (2020) Eau de Parfum

Reviews

6 in-depth fragrance descriptions
Fresh21

95 Reviews
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Fresh21
Fresh21
Helpful Review 19  
Dynamic Start, but Weakling :)
Today I report once again from my humor course, to which our partners were also invited this time. Despite some mild surprise, everyone showed up, and the course leader explained that it would again be about "involuntary comedy."

For the first exercise, all couples were to sit opposite each other at a table and exchange ideas as if they were having dinner in a restaurant. It seemed strange to us, but we did it. After five minutes, he asked us to simulate an argument over a trivial matter, which displeased some - but hey, we wanted to learn something... Then, after a short while, the instructor interrupted our bickering and said: "Can you now imagine how funny it sometimes looks to a third party when you are eating together?" Instantly, there was silence in the room, everyone thought for a moment and had to admit that this witnessing of their own whining had happened more often than they would like to admit.

But none of us laughed about it. Why should we?

Silence.

Our course leader then became increasingly nervous, muttering to himself for motivation "involuntary comedy, involuntary comedy..." under his breath, and was then momentarily relieved that he thought of an addition: "and when the couples are just two, they sit next to each other in silence after dinner! and observe the other guests for another hour, haha."

Silence.

Still silence.

Then a murmuring... until it slowly formed into a grumble that was now directed at the course leader by all participants. He quickly fled the room with the remark "I need to step out for a moment." But it took so long that it seemed like his bladder was a cistern. So in the meantime, I’ll share my notes on Hugo Now:

Since this boss has a much too short lifespan on the skin, I had to spray it on my shirt, where it seems a bit more intense: The first 5 minutes are quite fresh, fruity, citrusy, and with a hint of aquatic - nice for summer, I thought. But already in the next 40 minutes, this Hugo reveals itself to be a relatively thin, albeit spritzy little water. I hardly smell any cardamom or lavender, but the mint could provide the bright freshness effect. Then a bit more green comes through, the vetiver, which makes the scent a bit deeper. Unfortunately, that doesn’t last long, and the Now falls back into its slightly fruity "aquazone," which is far too synthetic to be truly enjoyable. Overall, this top note blender seems to be geared only for quick sales in the height of summer. Because its H&S are rather poor. But why not? After all, it’s called "Now" and thus stands for its short usage.

And not everything has to be eternal. But that’s how the 20 minutes felt until our instructor finally returned from the restroom. Everyone had calmed down again. But still, once again

Silence.

Until a course participant suddenly stated: "Thank you for the great examples of your involuntary comedy." I could only agree, and so my conclusion for today’s lesson is just like for our course leader and this Hugo Now:

Dynamic start, but weakling :)

19 Comments
Chevalier

143 Reviews
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Chevalier
Chevalier
3  
Some people do nothing - but they do it in a fascinating way. Curzio Malaparte (1898-1957), Italian author
Hugo now, after the very good Hugo Extreme. What a run, what a great strategy to continue this success story. At first, one is thrilled by the surge of lightness and southern well-being that emerges. After that, nothing more. Can this be? After about ten minutes, there is simply nothing left. Is it the crisis with the current coronavirus and the house arrest, or is the sample over? It can't be, as this little bottle landed on my table about three weeks ago.
Such a disillusionment for such a well-chosen name hasn't happened in a long time. For Coty and the many good products at the moment like Cool Water Intense, Joop Wow for Men Intense, or Boss Bottled Oud, the products have been on quite an upward trend. Unfortunately, this jester ruins the spring mood, as one can expect more, since it only comes with mint and a bit of vetiver. For fragrances that have relatively few ingredients, this Now is completely off the mark. A cologne would be acceptable like this, but a normal eau de toilette borders on unfair competition. The Mäurer&Wirtz products from Baldessarini even last a bit longer, or even the unspeakable Diesel are more noticeable.
It's a shame and unfortunately absolutely not recommendable for a fragrance that one wants to perceive for at least a few hours. Not being able to recognize anything after such a short time is the wrong way for the younger Boss or Hugo fragrances, which is very regrettable.
2 Comments
Aki09

4 Reviews
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Aki09
Aki09
2  
This summer scent can easily compete with "D&G light blue intense"
This fragrance does not need to hide!

This morning, I sprayed a spritz of "Hugo Boss now" and "Dolce & Gabbana light blue intense" on my wrists.

In the first 3 hours, "Hugo Boss now" was very noticeable. In particular, the fresh, aquatic, and citrus notes came to the forefront. Personally, I really like the scent. It feels extremely refreshing and is, in my opinion, very suitable as a summer, office, or sports fragrance. I can also imagine that this fragrance will receive many compliments and is "easy to like." At this point, I even found the scent better than "light blue intense."

Although the longevity of the fragrance is truly outstanding for an aquatic perfume, it does change over time (after hour 3) unfortunately. After a while, it smells less citrusy and more minty, but also more synthetic. The scent is still not bad, just unfortunately not as good as in the first hours. However, "D&G light blue intense" does not change as much and still smells very fresh and good after 7 hours.
After hour 7, "D&G light blue intense" unfortunately started to fade slowly, while I could still perceive "Hugo Boss now" for about 9 hours after spraying.

In summary, "Hugo Boss now" is, in my opinion, a super fragrance. It lasts long and smells really good, especially at the beginning. At least in the first hours and after hour 9, it can easily compete with other summer fragrances like "D&G light blue intense"!
0 Comments
Nurettin

13 Reviews
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Nurettin
Nurettin
0  
A Boss of Refreshment with Good Performance
Today I sprayed and tested Hugo Now on my wrist.

About the scent:
The fragrance starts off very refreshing and invigorating. Super fresh and aquatic. To put it briefly, I am simply thrilled with Hugo.

Is this really from Boss???

A lot has been said about this fragrance, but there’s one thing I absolutely have to mention. As I said, I was positively surprised because the longevity of this perfume lasted quite a long time. From experience, I know that many Boss fragrances unfortunately struggle with longevity. Please correct me if I am wrong in your view.

This Boss is truly a Boss,
a Boss of Refreshment!

Who is this fragrance suitable for?
This scent is an all-rounder.

Ideal for spring (in nice weather), especially better in summer, on warmer days it feels very refreshing.

Conclusion:
Really highly recommended, fresh, invigorating, and sporty. This fragrance has good performance. About 3 hours have passed and I can still smell it well. I haven't found anything as long-lasting, invigorating, and refreshing since Frozen Cologne.

Super Boss, keep it up! I
hope that when new flankers come out, they perform just as well as this one. This flanker is worth buying. Clear purchase recommendation.
0 Comments
Philipp91

220 Reviews
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Philipp91
Philipp91
0  
No longer blue, now green
Even though Hugo Now is no longer blue but green (the liquid), the scent is still the same: fresh, aquatic, a bit green. Lemon and mint at the beginning, later aquatic notes (possibly Calone) as well as some vetiver and fresh lavender. For me, it's a nice freshie, very clean.

I like to wear Now in combination with sports activities or in my leisure time during the summer. It also works very well after showering. Of course, it is weak in performance, lasting only 2 hours and having no real projection. However, that's not what this type of fragrance is about for me. If you see it as a fresh all-rounder that you can easily reapply, then it's a great release. I got it for €29 for 75ml at the drugstore. At this price: Definitely grab it or at least test it!
0 Comments
More reviews

Statements

20 short views on the fragrance
6 years ago
4
1
Frosted glass canteen stores a fresh water rich of citrus peel, aquatic lavender, and earthy vetiver. Hugo classic DNA with a fresher twist!
1 Comment
3
Very underrated! Its just so watery fresh like no other scent I own. You can do nothing wrong with that one - very very refreshing
0 Comments
2
A very nice modern citrus/aquatic scent. Reminiscent of other fragrances perhaps but this is a decent alternative to the usual suspects.
0 Comments
1
Starts out really nice and fresh but quickly turns to nothing else than a way too persistent cardemomme.
0 Comments
12
9
WOW, 100% my type ... I can't wait (hopefully I won't become the prey and blindly buy a pack of 10 :)
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9 Comments
6 years ago
3
3
Beautiful lemon peel in the opening, quickly fades and leaves an aquatic shower gel freshness, almost identical to Nautica Voyage.
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3 Comments
6 years ago
3
Well, it lasts quite well for an aquatic! Reminds me of Aquaman by ROCHAS; I loved it back then! Not really my thing anymore these days.
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0 Comments
6 years ago
3
If that amazing opening would last at least 2 hours, I’d be on board, from the Le Labo perfumer
top notes catcher without endurance.
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0 Comments
3
1
Just fresh boredom, not bad but nothing special, for men who don't want to take any risks.
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1 Comment
6 years ago
3
After a long wait, finally a flanker to Hugo, very exciting!
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0 Comments
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