By Richie Kul
After promising forays into the perfume business by carmakers such as Ferrari, Jaguar and Corvette, Hummer has thrown its sizeable hat in the mix and hopes to emulate the success of these trailblazers. The latest offering by Riviera Concepts, the creator, marketer and distributor of Alfred Sung, Bob Mackie, Nanette Lepore and more, Hummer fragrance for men, with full blessings and endorsement from the General Motors Corporation and Governator Arnold Schwarzenegger himself, hopes to leverage its solid base of diehard fans and is thus “targeted towards anyone who enjoys the pure thrill of off-roading and either owns or aspires to own a Hummer vehicle.”
Right from the get-go, the fragrance’s packaging leaves little to interpretation. Shaped like its namesake, Hummer reflects the well-known silhouette of the vehicle -solid, tough and boldly masculine. Even the top consists of a spray-through cap that clearly resembles an actual air-intake grille. Some of you might say that’s taking the car theme to a borderline-cheesy extreme, but at the very least its unique design does serve to distinguish Hummer from its shelf-top competition.
But the mark of an enduring fragrance is of course what’s inside the bottle, and that’s where Hummer manages to deliver. Bold but not overpowering, the scent harmoniously fuses thyme, peppercorn, green foliage and tonka beans with a spicy rush of leather, sandalwood and patchouli. Covering both ends of the usage spectrum, the scent is subtle enough for everyday wear yet equally well suited for a romantic candle-lit dinner or an exciting night on the town. Neither too fruity nor too musky, it stakes out a promising middle ground, thereby extending its potential audience and reach. For men looking to round out their lineup of fragrances or find a new one-stop shop, Hummer is definitely worthy of a test drive.
Wherever there is sunshine there are shadows, and detractors will naturally have their fair share to complain about. The packaging and branding of Hummer might alienate some consumers looking for something a little more sophisticated or less hokey, and at a suggested retail value of $52 for 4.2 fl. oz., the liquid in this tank is comparably priced with the stuff that goes into the eponymous vehicle itself. Fortunately for Hummer, the fragrance smells infinitely better than the latter.
Packaging and pricing aside, the scent itself is rugged and adventurous, and judging from positive early buzz, a loyal following will likely develop. For them awaits a full line of products encompassing a body wash, deodorant stick and aftershave splash. All are available at fine retail chains including Sephora, Macy’s and Dillard’s, and online at www.Sephora.com.