The women’s scent is the brainchild of Jason Wu, Artistic Director for BOSS Womenswear, who dressed Paltrow in slick tailoring for the campaign shots and accompanying movie.
“The BOSS woman is about success and powerful femininity and those are the qualities that I see very much in Gwyneth Paltrow,” Wu said.
Mixed by Will Andrews at P&G Prestige, the Boss Ma Vie Pour Femme Eau de Parfum opens with cactus blossom for a shot of fresh green energy. The heart blends pink freesia and jasmine petals with delicate rose bud, before it rounds out with a cedarwood drydown.
The bottle, which is available in 30ml (€46), 50ml (€66), and 75ml (€86) sizes, comes.in a pink shade with a precision cut crystal lid and a gold band.
It is the second time Paltrow has appeared in a BOSS campaign. In 2012, she appeared in a video promoting the brand’s Boss Nuit Pour Femme fragrance.