Hugo Boss
Alive Eau de Parfum
Alive: The bold new fragrance from Hugo Boss. Every year, numerous new fragrances come into being. However, 2020 is no exception, especially for the house of Hugo Boss. Since the release of the previous Boss The Scent For Her in 2016, we had been eagerly awaiting it.
Where to buy
Hugo Boss has just announced the release of a new feminine fragrance for February 2020. Its essence for women is called Alive. Brought to the screen by four faces of the campaign, this new fragrance presents itself as a deliciously floral and fruity cocktail, as sparkling as it is invigorating!
Who is the new Hugo Boss woman?
If the previous Hugo Boss woman shone above all in the eyes of her partner or when by his side, this time it is a far more free and emancipated creature than before. The woman who wears the fragrance Alive does not hesitate to show herself as bold and strong. Her indomitable character is immediately apparent. The Hugo Boss woman of 2020 is well aware of the fortune of being alive and fully intends to make the most of it! Alive is the essence of straightforward femininity and speaks to all those who feel more fulfilled and happier than ever. Moreover, Hugo Boss encourages everyone to share their happiness via the hashtag #FeelALIVE. On screen, it is even four faces of the campaign who convey the brand's new message. Alive by Hugo Boss is embodied by Emma Roberts, Laura Harrier, Bruna Marquezine and Chloé Bennet. Hugo Boss presents them as four incredible women who embody a revolutionary fragrance: Boss Alive. Emma Roberts, Laura Harrier, Bruna Marquezine and Chloé Bennet were chosen by Boss Parfums to star in a new inspiring campaign, representing the modern and multifaceted face of the Boss woman: carefree, confident and inspired.
Alive by Hugo Boss, a very fruity essence
Alive by Hugo Boss is unveiled in a transparent glass case, highlighting the full beauty of a peach-colored juice, as a perfect echo of the warmth of feminine skin. On its front face, the word Alive is written in white lettering. The whole is topped with a gold cap, a mark of all the refinement of this new fragrance. On the composition side, Hugo Boss called on perfumer Annick Ménardo. It all begins with a fruity explosion of blackcurrant, plum and apple. Madagascar vanilla reinforces the sweet softness of this opening, while cinnamon makes the top notes spicier and sharper. Then, Alive blossoms into a magnetic, floral heart, illuminated with sambac jasmine and thyme. Gradually, all the charisma of the Hugo Boss woman is released in its base, in a very woody alliance of Chinese cedar, sandalwood, olive wood and Alaskan gold wood.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
At the start of 2020, the house of Hugo Boss signs a new fragrant creation named Alive. Its message is clear: Seize the present moment! Highly anticipated by the female public, Alive fully intends to rise to the highest spheres of world perfumery. Naturally, in this sense, it is already accompanied by an advertising campaign. For now, it even brings together four prestigious faces of the campaign, with international renown. So, how about discovering with us the first images of this television clip, at once simple yet very universal?
The all-female cast of the fragrance Alive by Hugo Boss
Alive by Hugo Boss features four prestigious faces of the campaign. The alluring Chloé Bennet and Bruna Marquezine were filmed here alongside actresses Laura Harrier and Emma Roberts. However, forget spectacular staging and special effects. Alive by Hugo Boss instead relies on simplicity and films authentic moments of life, in which every woman can recognize herself. Hugo Boss’s new advertising campaign was entirely directed by Rébecca Zlotowski, a talented director widely recognized in the film industry. Here, the scenes unfold to the sound of the song What’s Up? by 4 Non Blondes, sung along by the faces of the Hugo Boss campaign.
To accompany this campaign, Hugo Boss also called on photographer Collier Schorr, who was tasked with capturing the portrait of the brand's four faces of the campaign.
Alive by Hugo Boss, a fruity fragrance in a luxurious bottle
But then, what is really behind the fragrance Alive by Hugo Boss? Created by perfumer Annick Ménardo, it relies above all on a fruity and floral blend. Its sillage opens on a scent of green apple and tangy blackcurrant. Plum, in turn, comes to brighten the whole and lend it more of a gourmand quality. Cinnamon spices it all up, delivering a true concentrate of joie de vivre! Then, Alive by Hugo Boss becomes suaver in its heart. Madagascar vanilla enhances the natural femininity of jasmine. Gradually, Alive by Hugo Boss offers a fuller, woodier base of cedar, olive wood and sandalwood.
Alive by Hugo Boss is presented in an airy and luminous bottle, designed by Amélie Riech. For her, this bottle is even much more than a bottle. To me, she says, it is a piece of jewelry, a true work of art. A bit like a gem, something very precious. More specifically, it is a thick cube of transparent glass, featuring a few gold facets, perfectly matched to its spray cap. Inside, its orange-colored juice evokes feminine skin. The word Alive, for its part, is written on its front face with sobriety, in white lettering. This fragrance, inspired by the world of goldsmithing, is as precious in terms of design as it is on the olfactory level.