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EXCLUSIVE: Boss Alive Scent Has an All-Female Cast

PARIS — Hugo Boss is taking a deeper dive into the women’s fragrance category with the launch of Boss Alive, starting in February. “I thought this would be a good time, in 2020, because we celebrate the 20 years of Boss woman,” explained Ingo Wilts, Hugo Boss chief brand officer, referring to the brand’s women’s wear activity and the first Boss Woman scent. “Time is changing, and if you see [the] Boss woman 20 years ago [versus] now, it’s a totally different woman,” he said. “Fashion has changed — it’s much more diverse, much younger and much more modern. You don’t have one stereotype of a woman anymore. “I wanted something [by] women for women,” continued Wilts, of the new perfume project. While the Hugo Boss brand does have feminine fragrances in its portfolio, including Boss the Scent for Her, Hugo Woman and Boss Ma Vie, Boss Alive marks the first time since 2012 Boss is launching a women’s perfume that’s not part of a masterbrand. Today, 20 percent of the Hugo Boss fragrance business, licensed to Coty Inc., is generated by women’s perfumes. The Hugo Boss men’s scent franchise ranks in the top three in Europe, top five in Asia and first in the

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