Coty today announced the launch of two additions to the Boss The Scent line of fragrances by Hugo Boss.
Boss The Scent Private Accord For Him and For Her follow on from the brand’s 2015 launch, Boss the Scent.
The fragrances offer an “aphrodisiac twist” on the original, said the brand, achieved with a base of cocoa absolute. For Him builds on this base with mocha, ginger and maninka fruit. Sweet mandarin and osmanthus flower feature in For Her. Each is presented in a glass flacon.
The men’s is an eau de toilette available in 50ml (US$62.50) and 100ml (US$76.50). The women’s is an eau de parfum, again in 50ml (US$73) and 100ml (US$92.5). The range launches in travel retail in Europe and the Americas this month.
Hugo Boss marks the launch of the fragrances with an accompanying campaign, the heart of which is a film directed by Drake Doremus and starring actor Jamie Dornan and model Brigit Kos.
“The pair will take on the roles of the Boss man and woman, as they experience an augmented sensuality,” said the brand. #AugmentedSensuality is the campaign’s signature hashtag.
The film sees the two meet in a concert hall where the audience wears virtual reality headsets. Despite this barrier, they are drawn to each other. According to the brand, “Boss The Scent acts as the bridge between the virtual and the real.” The pair eventually realise that they must disconnect from virtual reality if they wish to connect in “the real world”.
The video leads an ambitious multi-platform campaign by Hugo Boss that “will challenge consumers to disconnect from their screens to reconnect with their senses”.
