Hugo Boss has unveiled its latest masculine fragrance, “Boss The Scent,” revealing a new side of the Boss man. This new olfactory creation will hit shelves on August 31.
Drawing inspiration from the desires of women, the new Boss seducer takes his time. More mature, he remains passionate but has become more refined, gentler. This sensation shines through in Boss The Scent.
This eau de toilette has a secret ingredient which comes straight from South Africa: Maninka, a fruit lauded for its aphrodisiac qualities. Close to passion fruit and rum, Maninka releases scents of lavender and spiced ginger. The scent of burnished leather brings up the rear.
Theo James, the face of Boss The Scent
To bring this new fragrance to life, Hugo Boss turned to British actor Theo James, best known for his role in the “Divergent” saga. The 30-year-old heartthrob stars in the campaign alongside Russian supermodel Natasha Poly.
“I'm honoured to be representing BOSS Parfums as an Ambassador in their latest perfume campaign. I have for a long-time admired BOSS for achieving the perfect balance between the classic and the contemporary. This campaign encapsulates the iconic spirit of the brand and reflects my own tastes and attitudes towards a truly unique fragrance,” said James.
The print campaign was shot by famous duo Mert Alas and Marcus Piggot under the artistic direction of Jason Wu. The video campaign was shot by Darren Aronofsky, the director of acclaimed films “Black Swan” and “Requiem for a Dream”, among others.
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