BOSS ALIVE: a fragrance by women for women

Enjoying every day to the fullest, this sentence takes on an even greater meaning in times like these, and what could be more life-affirming than a beautiful scent on your tanned skin that always reminds us of it.

Created to inspire us women, Coty has unveiled BOSS ALIVE, the new women's fragrance from Hugo Boss.

It opens with fruity top notes of apple, blackcurrant, plum and cinnamon, followed by floral heart notes of Indian jasmine samba in contrast with thyme. It ends with woody notes of Chinese cedar wood, sandalwood, olive wood and Alaskan goldwood as a base. There are also hints of natural vanilla from Madagascar.

Annick Ménardo commented on her creation: "It's not just another fragrance, it has to be something very powerful, sensual, gourmand, yet elegant and simple. I think it's the boss's wife."

The BOSS ALIVE campaign focuses on these four strong women as global talents. The TV spot shows us that it's often the simple and small things that make us happy, that it's important to enjoy everyday moments and enjoy everyday things. The spot shows the four women on the road in Los Angeles, full of zest for action and bursting with energy. This exuberant joie de vivre is also expressed in the print motifs, each of the four women in her own special way.

Behind the camera, perfumer Annick Ménardo, designer Amelie Riech, director Rebecca Zlotowski and photographer Collier Schorr make the power woman team perfect.

Shot by French director and scriptwriter Rebecca Zlotowski, the film bridges the gap between the determination of a woman who has her life firmly under control and the carefreeness that arises spontaneously when you enjoy the moment.

The four women are first shown one by one, singing the song "What's Up" by the "Four Non-Blondes", only for themselves, yet free and uninhibited, after all they are alone. What begins as quiet singing becomes a loud common hymn the moment they meet. The campaign motif, shot by the renowned photographer Collier Schorr, also captures this emotional moment. The elegant visual language thus brings the story and the attitude towards life behind the fragrance to life.

BOSS ALIVE has been available in authorized perfumeries and department stores since March 2020.