Hugo Boss Alive (2020) {New Fragrance}


Hugo Boss launched a new feminine pillar scent named Alive, described as a woody fruity-floral, a composition which is signed by perfumer Annick Menardo of Firmenich...

She is incidentally also the author of Boss, Bottled for men.


Alive Eau de Parfum is said to be both "contemporary and powerful", offering the dual character of being labeled as "soft and bold".

The composition opens on top notes of apple, blackcurrant and cinnamon, centering on a heart of jasmine sambac, cedarwood and an aromatic note of thyme; the base rests on sandalwood and vanilla.

Perfumer Annick Menardo is known for her capacity to push olfactive aesthetic boundaries rather than surf on classicism, even when proposing designer perfumes. In this new opus, she is visibly using woods as a way of redefining how femininity smells, as the range of notes is skewed masculine. Touches of cinnamon and thyme make sure the nose remains awakened.

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