Gwyneth Paltrow New Face of Boss Scent

LONDON — Gwyneth Paltrow has a new fragrance deal under the belt of her little black dress: Boss Nuit Pour Femme.

Hugo Boss will today announce that the London-based American actress will star in the TV, print and online campaigns for its latest women’s fragrance, inspired by the elegance and sensuality of the little black dress.

“We are [pleased] to welcome Gwyneth Paltrow to the Hugo Boss family as the face of our new Boss Black female signature scent,” said Gerd Von Podewils, global marketing director for Hugo Boss Fragrances, P&G Prestige, who is in London for the press launch today. “She is the perfect complement to Boss Fragrances.”

Prelaunches are slated for August, with a global rollout in September.

“I was honored and very happy to be chosen as the face of Boss Nuit Pour Femme,” said Paltrow, who will be presenting the fragrance later today at Sanderson Hotel in London.

“To me, the Boss woman is driven, ambitious and goes after what she wants, but she balances being strong and very feminine at the same time — characteristics that I strive toward in my own life.”