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BOSS comes Alive – new fragrance debuts in duty-free with campaign fronted by all-female cast

BOSS comes Alive – new fragrance debuts in duty-free with campaign fronted by all-female cast

Hugo Boss has unveiled its new fragrance, Boss Alive, with a fresh-faced campaign starring actresses Emma Roberts, Laura Harrier, Bruna Marquezine, and Chloe Bennet.

Bringing an unapologetically feminine edge to the notably masculine brand, the campaign asks the women, “What makes you feel alive?” But we’ll have to wait until the full campaign rolls out in March, along with the fragrance’s official global release on March 1, to find out their answers. Already on sale in selected duty-free stores including World Duty Free at Heathrow.

Fronted by its all-female cast of talent and backed by a female-led team – with perfumer Annick Ménardo creating the scent and jewelry designer Amélie Rich the bottle – the brand puts the Boss woman at the heart of its new fragrance. “I wanted something [by] women for women,” Hugo Boss Chief Brand Officer Ingo Wilts said.

Laura Harrier for BOSS Alive

Bruna Marquezine for BOSS Alive

Chloe Bennet for BOSS Alive

Emma Roberts for BOSS Alive

The launch of Boss Alive also celebrates the 20th anniversary of Boss’ womenswear line and the first Boss woman fragrance.

The scent itself has a delicate profile, featuring top notes of apple, blackcurrant, and plum; followed by heart notes of thyme and Indian jasmine sambac; and finishing with Chinese cedarwood, sandalwood, and olivewood.

In honour of the carefree and confident spirit that Boss Alive embodies, the brand will also release a womenswear Pre-Fall capsule, launching in May.

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