BOSS BOTTLED unveils the next chapter of its Man of Today campaign with a new mission: to inspire men to show the world who they are through their actions, and the values by which they live their lives.
One of the most iconic male fragrances of the last 20 years, BOSS BOTTLED launched the first Man of Today campaign to kick-start a global conversation about what it means to be a man in today’s world. Now, BOSS BOTTLED seeks to empower men everywhere to share and celebrate their varying ideals of success by consistently measuring each moment against their own set of codes. In doing so, BOSS BOTTLED will capture a snapshot of what it means today and how it has evolved.
The next chapter of the Man of Today campaign will be brought to life by BOSS BOTTLED global fragrance ambassador and actor Chris Hemsworth, a man who consistently acts by his own codes of integrity and respect:
“The Man of Today campaign is all about representing the idea that actions speak louder than words – a principle I’ve always tried to embody and live my life by. It’s one thing to say you’re going to do something but to back it up and do it is a whole other thing. It’s an attitude that my parents bestowed upon me and an approach I hope to instill in my kids as well. It’s about the qualities of honesty and integrity, which is a great message to be a part of.” – Chris Hemsworth, BOSS BOTTLED ambassador.
Launching on 1 September 2017, the new iteration will build on the success of the first campaign to encourage men around the world to show they are a man of their word; a man of substance as well as style, every hour of every day.
Three types of engaging visuals were created to capture the essence of the Man of Today. With the TV campaign envisioned by renowned director Nicholas Winding Refn, a print campaign shot by photographer Nathaniel Goldberg and PR images by Frederic Auerbach, Chris Hemsworth is seen as the Man of Today in visuals set against the dynamic backdrop of a modern, urban skyline. #ManofToday
BOSS BOTTLED Fragrance
The elegant woody accords of the fragrance reflect a complex structure that is as versatile and rich in contrasts as the man who wears it. Hour by hour, the scent unfolds and takes on a different quality that inspires and stays with the BOSS man throughout his day. The result is a fragrance which remains as contemporary and relevant today as it was at launch, a symbol of masculinity that has been effortlessly incorporated into the daily routines of men around the world.
Top notes: Citrus top notes driven by apple balance
Heart notes: A floral, spicy heart dominated by geranium
Base notes: Woody base notes Sandalwood, Vetiver, Cedarwood, followed by warming Vanilla
BOSS BOTTLED Narrative
BOSS BOTTLED is one of the most iconic male fragrances of the last 20 years. It is the fragrance of the Man of Today. In 2014, BOSS BOTTLED launched the first Man of Today campaign to kick-start a global conversation about what masculinity and success mean in today’s world. Achieving widespread recognition and acclaim, it highlighted the broad and varied definitions of success which men aspire to as a result of the immense range of different qualities they possess. In 2017, BOSS Parfums will refresh and re-launch the campaign with a new mission; to inspire men to show who they are through their actions, and the values by which they live their life.
BOSS has always been an icon for masculinity. For generations, the powerful codes of BOSS Menswear and Fragrances have empowered men to achieve success. Founded on a legacy of craftsmanship and style, its fashion collections and fragrance universe have become synonymous with aspiration and accomplishment. From the confidence instilled by the cut of a perfectly tailored suit, to the sophistication embodied by a finely balanced fragrance, BOSS has consistently responded to and encapsulated contemporary masculinity.
As society has evolved, so have perceptions of what’s truly important. Culturally, there’s been a shift in thinking and behavior that values honesty and integrity more than ever before. Today’s generations seek greater affirmation than words alone can provide. At the heart of this, is the acknowledgement that actions speak louder than words.
Whilst words tell us who a man wants to be, it’s his accomplishments and how he lives his life that explain who he really is. In 2017, the BOSS BOTTLED Man of Today campaign will inspire men everywhere to show the world who they are, through their positive, inspiring, and life-affirming actions. It will empower them to prove that they are a man of their word; a man of substance as well as style. A man who measures success not by his material possessions, but how he has achieved his success: through the values by which he lives his life – every hour, of every day.
A timeless classic, BOSS BOTTLED has been inspiring men to achieve their own personal ideals of success for nearly 20 years. A fragrance for men who consistently act with warmth and integrity, its elegant, woody accords reflect a complex structure that is as versatile and rich in contrasts as the Man of Today, whilst the iconic BOSS BOTTLED flacon evokes refined simplicity.
Hour by hour, the fragrance unfolds and takes on a different quality that inspires and stays with the BOSS man throughout his day. Inherently masculine, sandalwood, vetiver and cedarwood at the base anchor the scent, whilst invigorating apple top notes balance with an intriguing floral and spicy heart to inspire dynamism and action. Together, they give the Man of Today the drive and confidence he needs to be the best man he can be; every hour of every day. The result is a fragrance which remains as contemporary and relevant today as it was at launch, a symbol of masculinity that has been effortlessly incorporated into the daily routines of men around the world.
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