Created entirely by women, for women, BOSS Parfums is unveiling ALIVE, a fragrance for women who make bold moves. Independent, elegant and powerfully feminine – the women representing the spirit of ALIVE understand that spontaneity and happiness are as important to their story as dedication and focus. They know that being true to themselves is their greatest strength.
Designed to celebrate the bliss of being immersed at the moment, the new fragrance offers a fresh take on feminine freedom.
ALIVE is a fruity and woody Eau de Parfum created by renowned perfumer Annick Ménardo as a female companion to the iconic BOSS Bottled male scent. A joyful fragrance with a signature trail, designed to inspire women to live life to the full every day. The scent unfolds through notes of energetic Apple, sharp Blackcurrant, sun-kissed Plum and warm Cinnamon that remind the wearer that life is best lived vibrantly. The addition of natural Madagascan Vanilla becomes a marker of the perfume, a symbol of the joie de vivre that the ALIVE woman possesses. At the floral heart, Indian Jasmine Sambac envelops the senses as it contrasts with Thyme, reflecting her ability to balance awareness and abandon with ease. The backbone of the scent leans on vibrant and strong woods comprising Chinese Cedarwood, creamy Sandalwood, Olivewood and Alaskan Goldenwood, which offer a reassuring warmth and strength.
Annick says, “You have to be able to feel this, it’s not just another fragrance, it has to be something quite powerful, sensual, gourmand, yet elegant and simple. I think that’s the BOSS Woman.”
Housed in a sleek flacon designed by German jewelry maker Amelie Riech, its architectural shape and the heavy glass bottle is encased by a feminine golden metal band; a solid and tangible reminder that happiness can be found within each moment.
Amelie comments: “I think BOSS has a very strong image with very masculine influences so it was interesting to develop a female counterpart and see how we could embody this for all women. When I look at a bottle, I see much more than that. For me, it’s a piece of jewelry, a masterpiece, it’s like a precious stone, something very valuable.”
Starring four global talents, Emma Roberts, Bruna Marquezine, Laura Harrier and Chloe Bennet, the ALIVE campaign offers a unique perspective on the experiences that make them feel most alive. A fresh take on feminine spirit captured by women, the campaign spans a TVC which shows them enjoying the simplicity of everyday moments while out and about in Los Angeles, brimming with their infectious energy and a series of still portrait images that bring out their individuality.
The all-female team is completed by renowned perfumer Annick Ménardo, designer Amelie Riech, director Rebecca Zlotowski and photographer Collier Schorr.
The campaign film, by French director and screenwriter Rebecca Zlotowski, seamlessly strikes a balance between the purposeful woman in control of her destiny and the carefree expressiveness of someone lost in the moment. Led by Emma Roberts, the four women begin singing to themselves, without a hint of self-consciousness. The song – What’s Up by the Four Non-Blondes – is a contagious soundtrack that gradually grows from a whisper to an anthem as a shared moment of joy takes over. The campaign photography is shot by world-renowned photographer Collier Schorr, bringing the fragrance to life, telling the story through beautifully elegant imagery.
Emma Roberts is an undeniable talent who has amassed an impressive film and television career over the course of over a decade. Emma explains:
“I think the boldest thing a young woman can do in her career is to learn when to say yes and learn when to say no, which is something I’m still learning. And, I think that when you can do that at the right time, I think that is the boldest thing.”
Laura Harrier is a native of Chicago and began her career at 17 as an international fashion model where she traveled the world and graced the pages of fashion magazines. Now she focusses on acting with roles in award-winning blockbuster films. Laura adds:
“I feel most ALIVE when I am doing something new or when I’m in a place I’ve never been to. It’s great to be a part of something being run by women; women-directed, photographed and also planned the creation of this campaign, as well as creating the bottle and the scent itself. I love that all these people came together to create something new.”
Bruna Marquezine is one of the most influencing personalities and models of her generation. At 23, and with a career of almost two decades, she is one of the current most celebrated Brazilian actresses. Bruna says:
“What makes me feel ALIVE today is the art of being in love with someone or something or traveling. To live life to the fullest, I always try to be truthful and authentic. I think that the best way to live is being truthful to oneself, the things in which you believe and the way you are. That is the best way to make the most of our lives.”
Chloe Bennet Wang is an actress, recording artist and activist, best known for her leading role as “Daisy Johnson (aka Quake)” on “Marvel’s Agents of S.H.I.E.L.D. Chloe comments:
“Being on set makes me feel most ALIVE, as does being creative, falling in love and just genuinely having a great conversation. The ALIVE woman isn’t afraid to go with her gut, even if everything is chaotic, she has a clear vision of what she wants. That’s who wears ALIVE.”
BOSS ALIVE Eau de Parfum is available in 50ml, 100ml, and 200ml.