HUGO BOSS Enters Female Fragrance Category With Launch Of BOSS NUIT Pour Femme
HUGO BOSS is launching a major female initiative, BOSS NUIT, this fall. BOSS NUIT Pour Femme is an important step to building the female side of HUGO BOSS that today is one of the biggest male fragrance brands globally. The female fragrance market represents 2/3 of global fragrance sales (vs. 1/3 male), and the launch is an important step for HUGO BOSS fragrances to reach more consumers.
As always, the Prestige Fragrance team started by looking at consumers, trying to understand what women really want in today’s world. BOSS NUIT Pour Femme was deliberately designed for women and their aspiration of being successful. Today’s confident and ambitious women have clear ideals of success, femininity and elegance. Anticipation and preparation play an important role in the female definition of success, which perfectly brings alive the attributes of HUGO BOSS.
The fragrance was inspired by the elegance and sensuality of the little black dress and how it makes women feel: dazzling, sensual and ultimately feminine.
Gwyneth Paltrow will be the ambassador for the fragrance starring in TV, print and online campaigns.
“We are pleased to welcome Gwyneth Paltrow to the HUGO BOSS family as the face of our new Boss Black female signature scent,“ said Gerd Von Podewils, global marketing director for HUGO BOSS Fragrances, P&G Prestige. “She is the perfect complement to BOSS Fragrances representing the HUGO BOSS woman – hard working but ultimately sophisticated and feminine.”
“I was honored and very happy to be chosen as the face of BOSS NUIT Pour Femme,“ Paltrow said. “To me, the BOSS woman is driven, ambitious and goes after what she wants, but she balances being strong and very feminine at the same time – characteristics that I strive toward in my own life.”
HUGO BOSS held a press event in London in May announcing their partnership with Paltrow. There was much excitement and social media buzz around the announcement, which was picked up by more than 7,000 online sites globally. Gwyneth even tweeted about it herself.
BOSS NUIT Pour Femme will launch globally, starting in U.K. and Germany in August and roll out to the rest of the world during the coming months.