Coty has unveiled Boss Alive, the new female fragrance from Hugo Boss.
The new scent is the latest addition to the Boss Parfums fragrance portfolio and is now available in worldwide travel retail.
Boss Alive is a fruity woody fragrance created by acclaimed Perfumer Annick Ménardo. The new eau de parfum is the female counterpart of the brand’s Boss Bottled male fragrance. It has been described as ‘independent, elegant, and powerfully feminine,’ by the brand.
Boss Alive begins with fruity top notes of apple, blackcurrant, plum, and cinnamon; followed by floral heart notes of Indian jasmine sambac contrasted with thyme. It finishes off with woody notes of Chinese cedarwood, sandalwood, olivewood, and Alaskan goldenwood as its base. It is also infused with touches of natural Madagascan vanilla.
Commenting on her creation, Ménardo said: “It’s not just another fragrance, it has to be something quite powerful, sensual, gourmand, yet elegant and simple. I think that’s the Boss woman.”
The Boss Alive fragrance bottle was designed by German jewellery designer Amelie Riech. It features a distinctive architectural shape, accented by a golden metal band.
Riech described the bottle as a piece of jewellery. She said, “I think Boss has a very strong image with very masculine influences so it was interesting to develop a female counterpart and see how we could embody this for all women.
“When I look at a bottle, I see much more than that. For me, it’s a piece of jewellery, a masterpiece, it’s like a precious stone, something very valuable.”
The campaign film stars American actress Emma Roberts and American actress/model Laura Harrier; Brazilian actress Bruna Marquezine, and American actress/singer Chloe Bennet.
Roberts has starred in numerous films and television series; and is particularly well-known for her recurring roles in ‘American Horror Story’ and ‘Scream Queens.’ Harrier began her career as a fashion model and has recently appeared in the Netflix original film ‘Velvet Buzzsaw’.
Marquezine is one of Brazil’s most celebrated actresses with a modelling career spanning almost two decades; while Bennet is most known for her role in the series ‘Marvel: Agents of Shield’.
The all-female cast celebrates Boss Parfums’s contemporary take on femininity, as each woman shares an individual perspective on the experiences that make them feel alive. The film culminates with the four women singing to the tune of ‘What’s Up’ by the Four Non-Blondes.
The film is set in Los Angeles and also features stunning still-life photographs of the four women. It was written and directed by French director and screenwriter Rebecca Zlotowski and was photographed by fashion photographer Collier Schorr.
The campaign film is complemented by a documentary which shines the spotlight on the all-female team behind Boss Alive. It is the first of its kind to reveal the story behind a fragrance in its entirety, from concept to campaign.
Speaking about what makes her feel the most alive, Emma Roberts commented: “I felt most alive when I learned when to say yes and when to say no in my career. Timing is everything and it’s so bold to be able to make that distinction.”
Laura Harrier added, “I feel most alive when I am doing something new like watching the sun rise in a place I had never been or trying something that may have scared me in the past; getting lost in a new adventure. There are also the moments returning to the familiar — like seeing my family after a long time away from home and being enveloped in all that love.”
“What makes me feel alive today is art or being in love with someone or something or travelling,” said Bruna Marquezine. “To live life to the fullest, I always try to be truthful and authentic. I think that the best way to live is being truthful to oneself, the things in which you believe and the way you are. That is the best way to make the most of our lives.”
Chloe Bennet added, “Being on set makes me feel most alive, as does being creative, falling in love and just genuinely having a great conversation. The Boss Alive woman isn’t afraid to go with her gut, even if everything is chaotic, she has a clear vision of what she wants. That’s who wears Boss Alive.”
