BOSS Alive - perfume

BOSS Alive by Hugo Boss is a new fruity woody fragrance for women. This fresh energizing scent was crafted by perfumer Annick Menardo with notes of apple, blackcurrant, plum, and cinnamon atop a heart of jasmine and vanilla with a dry down of cedarwood, sandalwood, golden woods, and olive wood. The empowering feminine aroma was released in 2020 with actresses Emma Roberts, Chloe Bennet, Bruna Marquezine, and Laura Harrier modeling for the campaign ad. The Hugo Boss perfume bottle, designed by Amelie Rich, features geometric lines, a pink juice, are wrapped in a gold band. Available in an eau de parfum and matching body products.

Hugo Boss BOSS Alive
Hugo Boss BOSS Alive
Fruity Woody
Top notes - Apple, blackcurrant, plum, cinnamon
Heart notes - Madagascar vanilla, jasmine sambac
Base notes - Chinese cedarwood, sandalwood, olive wood, Alaskan golden wood

Perfumer - Annick Menardo
Launched - February 2020

Hugo Boss BOSS Alive - new fragrance details

BOSS ALIVE eau de parfum.
Introducing the joyful new BOSS fragrance, ALIVE, created by women, for women.
Contemporary and empowering, BOSS Alive is an invitation to live life to its fullest, featuring notes of plum, vanilla, jasmine and apple. Include this fragrance in any morning ritual for a scent bursting with positive energy.

Life in the moment
Created by renowned perfumer Annick Menardo, ALIVE captures the joy of being immersed in the present moment, and of embracing life with positivity and poise. Celebrating an empowered femininity, this captivating Eau de Parfum brings together contrasting fruity and floral facets with a rich woody base. The geometric lines of the elegant glass bottle are encased with a jewellery-inspired golden band, while the nude pink juice within captures the light, reflecting the uplifting nature of the fragrance.

A Fruity and woody eau de parfum
Top: Apple - The scent unfolds through notes of sparkling apple and blackcurrant, sun-kissed plum and warm cinnamon: a reminder that life is best lived vibrantly.
Heart: Vanilla - A magnetic heart of Madagascan vanilla and jasmine sambac symbolises the joie de vivre of the ALIVE woman.
Base: Woods - A base of vibrant woods comprising Chinese cedarwood, creamy sandalwood, olive wood and Alaskan golden wood offers warmth and strength. (July 2020)

Hugo Boss BOSS Alive Perfume

The new Hugo Boss BOSS Alive is available in an Eau de Parfum spray (30ml, 50ml, 80ml), and scented Hand and Body Lotion (200ml), Shower Gel (200ml), and Deodorant Spray (100ml). ($98 for 1.6 oz. at

Hugo Boss BOSS Alive Fragrance Ad

The new spirit of femininity.

The fragrance ad campaign for Hugo Boss BOSS Alive features actresses Emma Roberts, Bruna Marquezine, Laura Harrier, and Chloe Bennet singing "What's Up" by Four Non-Blonds, directed by Rebecca Zlotowski and photographed by Collier Schorr.

Hugo Boss BOSS Alive Perfume Ad

View the video commercial

BOSS ALIVE, the campaign film for the new fragrance for women | BOSS
Created by women for women: watch the joyful film for the new fragrance BOSS ALIVE, directed by Rebecca Zlotowski, and starring Emma Roberts, Bruna Marquezine, Laura Harrier, and Chloe Bennet.

BOSS ALIVE was composed by perfumer Annick Ménardo and captures the joy of being immersed in the present moment. The new scent features top notes of apple and blackberry alongside a heart of Madagascan vanilla and jasmin sambac, with a base including cedarwood and sandalwood for warmth and strength #BOSSALIVE (Mar 11, 2020)

Hugo Boss BOSS Alive Eau de Parfum

When I look at a bottle, I see much more than that. For me, it's a piece of jewellery, a masterpiece. It's like a precious stone, something very valuable.

Amélie Riech, bottle designer

Fragrance Editorials - Hugo Boss BOSS Alive

Harper's Bazaar - May 2020
Hugo Boss BOSS Alive

Women of Style - Laura Harrier
The actress, who appears in Ryan Murphy's new Netflix series Hollywood, takes a low-key approach to glamour.

"My signature fragrance is Alive by Hugo Boss. If I'm not wearing that while on vacation, I cover my skin in Monoi Tiki Tiare coconut oil. It's super moisturizing and smells amazing." -Laura Harrier

HUGO BOSS Boss Alive, $98,

("Women of Style: Laura Harrier." Harper's Bazaar. May 2020: 94)

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