With just one whiff, perfumes can trigger memories that transport you back in time or lift your mood, making you feel motivated to conquer the day.
As for Boss, its new fragrance Alive offers a fresh take on feminine freedom – the new addition to the Boss Parfum portfolio serves as a reminder to live life to the fullest everyday.
It's about celebrating the bliss of being immersed in the moment, something this pandemic had unquestionably taught us. Embrace all that life has to offer, both good and bad.
Women empowerment is definitely a strong theme for this perfume as it was created entirely for women, by women.
The campaign stars four talents; actress Emma Roberts, international fashion model Laura Harrier, Brazilian actress Bruna Marquezine, actress, and recording artist and activist Chloe Bennet Wang.
In addition to its all-female cast, the production of the fragrance and campaign is also backed by a female-led team.
Acclaimed perfumer Annick Menardo worked on creating the scent while jewellery designer Amelie Rich designed the bottle and the beautiful images from the campaign was shot by photographer Collier Schorr.
Alive carries a delicate scent that features top notes of apple, blackcurrant and plum followed by notes of Indian jasmine sambac which contrasts with hints of thyme.
The backbone of the scent leans on Chinese cedarwood, creamy sandalwood, olivewood and Alaskan goldenwood which offers a reassuring warmth and strength for the wearer.
Menardo said: "You have to be able to feel this, it's not just another fragrance, it has to be something quite powerful, gourmand, yet elegant and simple. I think that's the Boss Woman."
All this is housed in a sleek bottle that features an architectural shape, encased by a feminine golden metal band.
Rich said the bottle is like a piece of jewellery, a masterpiece or a precious stone. "I think Boss has a very strong image with very masculine influences so it was interesting to develop a female counterpart and see who we could embody this for all women."
EAU SO INTENSE
Meanwhile, in the same spirit of trying to embrace everyday as it is, supermodel Kaia Gerber said she always wore fragrance just to establish a sense of normalcy amid the pandemic.
She is the face of Marc Jacobs Daisy Eau So Intense as seen in the campaign, where she stands in a field full of daisies sporting a loose-fitting white dress, holding a large prop of the fragrance.
In addition to Kaia, the campaign also features models Adut Aketch and Megan Roche basking in the warmth of the setting sun.
As the campaign images hints, the scent was inspired by warm sunsets over lush fields of daisies.
The fragrance opens with bursts of strawberry and pear, complimented with a trail of soft vanilla and balanced by a crisp green moss.
The brand describes the perfume to be a continuation of the beloved Daisy fragrance that evokes the magical fleeting feeling of the golden hour.
The multi-faceted scent was created by master perfumer Alberto Morillas and its sleek bottle mirrors the original Daisy enhanced with a touch of luxe, where the glass base is crafted with a gold metallic gradation.
