Seduction has become too easy, too available in our postmodern world: instant visual gratification obtainable without any effort.

HUGO BOSS believes in a different type of seduction. Tapping into what women really want, it seems a masterful orchestration of all the senses, is what it really takes to master the art of seduction. These qualities can now be discovered in scent. Seductiveness marks the brand’s new major fragrance, taking it into the territory of emotional rather than intellectual.

BOSS have used Maninka Fruit from Africa, an aphrodisiac – renowned for it’s fruit and rum notes to portray seductiveness. The fruit is exclusive to The Scent fragrance, and does deliver a fresh yet masculine aroma to the scent.

Hollywood actor, Theo James – known for starring in the dystopian sci-fi blockbusters, the Divergent series – proudly launched BOSS THE SCENT as brand ambassador.

Theo James is the personification of the seductive side of the BOSS hero: confident in his physical presence as he is unselfconsciously aware of his allure.

“I’m honoured to be representing BOSS Parfums as an ambassador in their latest perfume campaign. I have for a long time admired BOSS for achieving the perfect balance between the classic and the contemporary. This campaign encapsulates the iconic spirit of the brand and reflects my own tastes and attitudes towards a truly unique fragrance.” – Theo James