LONDON — When it came to the inspiration for its latest women’s fragrance, Boss Nuit Pour Femme, Hugo Boss looked to the sartorial world — and Gwyneth Paltrow.
The fragrance aims to capture the essence of the little black dress, and the anticipation it evokes of an evening ahead. “We’re launching Boss Nuit as a fragrance to be perfectly put together for that moment [that women] are anticipating,” said Gerd Von Podewils, global marketing director for Hugo Boss Fragrances, P&G Prestige. P&G Prestige holds the license for Hugo Boss fragrances. “It’s for women who have a certain style, who are modern, who are multifaceted and who want to accomplish things in their life.”
And to embody that contemporary spirit, the label has tapped Paltrow as the ambassador for the scent. The actress stars in a 60-second television commercial for the fragrance, shot by director Jordan Scott. It spotlights Paltrow, clad in an asymmetric Hugo Boss black dress, getting ready for the evening ahead. The print campaign has been lensed by Michelangelo di Battista.
“[Hugo Boss] came to me and approached me with the idea of the Boss woman, a very delicate balance of someone who’s hard working and focused but also soft and feminine at the same time,” said Paltrow at the launch at London’s Sanderson hotel. “I like that approach very much.…I’m a very hardworking woman, I’m a very loving mother, I’m a wife, I do a lot of different things and I think that the blend of femininity and strength is what really drew me to the [fragrance].”
Paltrow added that she’s a believer in fragrance completing “the allure” of an evening out. “It’s a nice finishing off accent,” said Paltrow of Boss Nuit Pour Femme. “I’ve always been a person who’s had a wardrobe of fragrances and I like different things, but this [fragrance] is definitely for me. I can imagine wearing it at night, but…there’s also something really energetic about it.”
The scent itself has white peach and aldehydes as its top notes, to give a sparkling effect, with jasmine and violet at its heart and crystal moss, warm woods and sandalwood at its base, designed to evoke a seductive mood. The fragrance was blended by P&G’s fragrance creation team, who worked together with Firmenich and Hugo Boss.