new faces of things

Liam Payne’s Face Has a New Job

Photo: Courtesy of Hugo Boss

Have you ever wanted a fragrance so crisp and refreshing that it makes you want to drink it? Well, today’s your lucky day! Hugo Boss announced that former One Direction member Liam Payne is the new face of Hugo Parfums and the limited-edition Hugo Now fragrance, which is all about living in the moment and moisture (a.k.a. the essence of wetness, a.k.a. the essence of beauty).

Hugo Now is described as “a frozen fresh Aromatic Watery scent,” that’s “paired with mint and watery Aquozone, a frozen accord providing cold aquatic freshness.” It’s basically that ahh sound people make after taking a sip of a quality beverage, especially if that beverage is cold, filtered, ionized water infused with mint and lemon zest, and nestled in a sleek, insulated water bottle that photographs well. Hugo Now even comes with an attached screw cap, in case you take it around town to stay hydrated and to shield against the sun’s dehydrating rays. Payne is clearly doing that here:

Other than the fact that he’s got a good grip and an even better Blue Steel, why Payne? Last year, the singer created a fashion capsule collection with the brand aptly named HUGO x Liam Payne, and, according to a release, Payne truly embodies the Hugo spirit as “a symbol of a generation empowered to act in the here and now.” A perfect match considering Hugo Now’s invigorating aroma “encourages those who wear it to discover the unknown now, because NOW is the only time.” In other words: YOLO, and there is no past or future, so go do that thing you’ve been meaning to do (drink more water).

HUGO BOSS Hugo Now Men's Cologne

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Liam Payne’s Face Has a New Job