Boss Bottled. Sport – Ready for the Challenge

“Life is doing the best with what I have and really pushing myself to the limit” Jenson Button

BOSS Fragrances announce the launch of the third addition to their BOSS BOTTLED. portfolio, BOSS BOTTLED SPORT. BOSS BOTTLED. SPORT. is a fresh, stimulating and unmistakably masculine scent that helps to focus and mentally prepare for any challenge that lies ahead.

The BOSS BOTTLED. SPORT man is primed to succeed: competitive, driven and ambitious. For him success is not attained by chance, but achieved through considered mental preparation. The new scent features a vigorous composition of captivating citrus top notes combined with clean, fresh heart notes over an aromatic, woody base. The result: a high-tech, energetic fragrance providing the perfect preparation for the challenge ahead.

The link between HUGO BOSS and the world of sport is a natural one - the brand has long standing relationships with great sportsman, all highly successful players in their field: Martin Kaymer, the world’s top golfer, Alex Thomson, world-class sailing skipper, Mario Gomez, arguably one of the leading footballers of today. Naturally Formula 1™ 2009 World Champion Jenson Button, known for his ability to focus, his flair for control as well as personifying a man who has repeatedly found success through mental preparation, is a perfect ambassador for the new BOSS BOTTLED. SPORT. fragrance. Now with its 30th anniversary sees the HUGO BOSS and McLaren partnership.

“For me it’s very exciting to be working for BOSS BOTTLED. SPORT. fragrance. It’s something I’ve really been looking forward to. It’s an iconic campaign. Also the idea behind it, mental preparation; it’s something that I go through 19 races in a season.
You have the qualifying, you have the race and it’s all about mental preparation. We’re all great drivers but it’s the mental preparation that can really make the success in Formula 1™.” Jenson Button

BOSS BOTTLED. SPORT. fragrance – Sharpens your senses
“Inspired by the cool hardness of carbon fibre, we wanted to create an intensely clean yet energetic fragrance. The key accord is based on lavender and cardamom highlighted by a subtle aldehyde mist which provides a subtle metallic quality while the citrus burst of the top notes sharpens our senses. The over-riding olfactory sense is a high-tech vision with clean lines reminiscent of a beautiful, state-of-the art carbon chassis.” Will Andrews, P&G Fragrance Creation Team

TOP NOTES – SHARPENING THE SENSES
The immediate hit of the sharp citrus top notes of grapefruit, yuzu zest and pink peppercorn heightens the senses helping increase the mind and body reflexes.

HEART NOTES – THE POWER OF MIND
Lavender and cardamom, combined with aldehydic mist are the driving force behind the fragrance, empowering the mind with its motivating, high-tech metallic properties.

BASE NOTES – PHYSICAL ENDURANCE
The overt masculinity and staying power of vetyver, tonka bean and patchouli in the base note ensures an unwavering and persistent path to success.

BOSS BOTTLED. SPORT. fragrance – The Packaging
The BOSS BOTTLED. SPORT. packaging follows the same iconic design as BOSS BOTTLED., with subtle enhancements that imbue the invigorating nature of the fragrance. The frosted glass depicts its clean, fresh credentials. The outer carton has a carbon fibre effect reflecting the high-performance nature of the product.
BOSS BOTTLED. SPORT. fragrance – The Campaign
The advertising campaign, directed by Adrian Moat, is designed to get into the mindset of the Formula 1™ driver Jenson Button. We see him visualising the challenge that awaits him on the track. First we see a close up of his eyes in which we can observe he is mentally preparing for the race ahead - shown by flash forwards to the race with him cornering round the track before we go back to his apartment where he is about to leave for the challenge.

Although charged with high tension Jenson remains calm, consistent and always in control, focused on the moment and the win. He knows that in his game - as in life - it is essential to be mentally prepared. This puts him in the lead before he even starts the race.

“Mental preparation is peaceful time, where you have great thoughts and reflect on the past to shape the future.” Jenson Button

BOSS BOTTLED. SPORT. – The Collection
Eau De Toilette £28.50 - 30ml, £38.50 - 50ml, £48.50 - 100ml

-ENDS-

Notes to editors:-

Established in 1995, The Fragrance Shop are a privately owned, family run retailer of perfumes, aftershaves and beauty products with high street locations throughout the UK and online at thefragranceshop.co.uk.

All fragrances are sourced direct from the fragrance houses ensuring customers receive the very best of product at great value. A wide range of fragrances are stocked including top fashion brands and celebrity scents including; Hugo Boss Deep Red and Dolce & Gabbana Light Blue.


For further information, please contact:
Sparkle PR Ltd
Nicola Boniface/Wendy Campling/Rachel Higgin
Tel: 020 8686 3141/020 8686 8441/020 8686 3290
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