Hugo Fragrances launches sustainability initiative for Amazon Rainforest

By Katie Nichol

- Last updated on GMT

Related tags Rainforest Sustainable development Sustainability

Procter & Gamble brand Hugo Fragrances has launched its ‘One fragrance, One Tree' initiative which aims to fund an 800 hectare plantation (the equivalent of three Central Parks) in the Amazon rainforest.

According to Hugo Fragrances, the initiative was inspired by both the oxygen tank shaped Hugo Element bottle and the increasingly eco-conscious outlook of consumers.

“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,” ​Hugo Boss Fragrances marketing director Thomas Burkhardt said in a statement.

‘Personal tree code’ allows consumers to view tree location

As well as knowing their purchase has funded the planting of a tree, consumers are also offered the opportunity to view the exact location of it via Google Earth or Map by entering online the ‘personal tree code’ contained on the scratch-away panel on the back of each product.

“We thought it an innovative tool to offer access to the location of the trees plantation via the website and Google Earth, and a relevant way to further connect with the Hugo consumers. Furthermore, it is a way of reassuring our consumers that we are realizing our commitment,” ​global PR manager for Hugo Fragrances Mathieu Mollard explained to USA.

Pur Projet offers maximum credibility for brand collaborators

In collaborating with Pur Projet on the initiative, Hugo Fragrances benefited from the company’s experience in promoting sustainable development through its network of 60 small scale producers cooperatives.

This established network also aims to ensure maximum credibility for brand collaborators, according to the company, which aims to certify each plantation project through voluntary standards within two years of its implementation.

P&G’s commitment to sustainability

Procter & Gamble’s Beauty & Grooming division, including Prestige Beauty, is committed to creating a more sustainable world through both environmental and social responsibility programs, according to Mollard.

“This includes improving the environmental impact of manufacturing our products, but also using our brands to create awareness and funds for good causes, such as Hugo’s ‘One Fragrance, One Tree’ campaign or the coming initiative on our Replay Fragrances, supporting P&G’s flagship Children’s Safe Drinking Water Program,” ​he said.

The special edition packs of Hugo Element and Hugo Man, which feature new outer packaging designs, are launching this January and will be available worldwide.

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