H2, a project that Adrian Ellis, president of Riviera Concepts, Riviera Concepts, the Toronto-based fragrance manufacturer licensed by GM to produce Hummer scents.

H2 was inspired by an automotive industry that’s constantly reinventing itself. “We’re following on the way that car [companies] are launching new cars every year,” Ellis said of the Hummer fragrance business. “We’re partly tying that into fragrance.”

H2, an eau de toilette that was blended by Firmenich, features top notes of cinnamon, mandarin peel and bergamot; a heart of cardamom, bourbon pepper and elemi, and a base of incense and red myrrh.

It’s described as a “warmer” scent than uber-masculine scent of Hummer, which has accords of thyme and fir, cardamom and peppercorn and amber and sandalwood. No surprise, H2 targets 18- to 35-year-olds.

Instead of the signature Hummer yellow, which was used on packaging for the inaugural Hummer scent, the H2 packaging features a red motif — the same red used by GM on the H2 truck, Ellis noted.

There’s even a possibility that an H3 scent could be produced, considering General Motors Corp. launched the “more fuel-efficient” H3 SUV in the spring.

Such a scent could attract a female customer to the Hummer fragrance business, speculated executives at

The Hummer H2 scent will be sold in 1,500 department and specialty store doors in North America — including Federated Department Stores Inc. locations, Dillard’s and Sephora stores. 

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