PARIS — Hugo Boss fragrances and its licensor Coty Inc. are jumping into the swelling podcast wave, WWD has learned.
On March 30 they will unveil their first podcast series, called Essentials by Boss Bottled, billed to inspire men to become the best version of themselves.
It is hosted by Gunnar Peterson, a high-profile personal trainer and functional training expert, who has worked with celebrities such as Sylvester Stallone, Kate Beckinsale and Khloé Kardashian, and is assisting the Los Angeles Lakers NBA team. Peterson will discuss nutrition, mindfulness and exercise as they relate to the mind, body and soul.
The podcast is created in partnership with Nouvelles Écoutes and available on Apple podcast, Spotify, Google podcast, Deezer and SoundCloud. The series’ worldwide release marks the launch of Boss Bottled Infinite eau de parfum, due out April 1, starting in Germany and France.
The scent, conceived with Firmenich master perfumer Annick Ménardo, is Hugo Boss’ first oceanic fragrance and meant to channel today’s man’s desire for balance, according to Coty. The edp will be fronted by Chris Hemsworth and come in 50-, 100- and 200-ml. versions.
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The podcast series is part of the Boss Bottled Man of Today platform launched in 2016 that was created as an ongoing conversation about what being a man means to each person.
“We are always looking for innovative ways to reach and connect with our consumers, and podcasting is a growing global medium that offers a never-before-seen intimacy,” Simona Cattaneo, chief marketing officer of Coty Luxury, told WWD. “We decided to create Essentials by Boss Bottled because we want to encourage men to prioritize their health and well-being. When men connect with themselves, this is in turn helping them to feel their best, live their best lives and be the best they can be.”
Peterson also shared with WWD his thoughts about the project.
WWD: What do you want to achieve with the podcast series?
Gunnar Peterson: I am hoping that this gives people answers and insights from true experts into topics that interest them. The people I interviewed are legitimate leaders in their respective fields, and this podcast makes them accessible to everyone.
WWD: Who are some upcoming interviewees, and why were they selected?
G.P.: We wanted to tackle widely discussed topics, such as mediation and yoga, and have super credible and respected guests, like Headspace’s Andy Puddicombe and Jason Crandell come in and teach us the basics. There is so much information out there, people have a hard time finding the truth.
Then we also wanted to delve into “recently popular” subjects, such as ayurveda, plant-based or Kundalini yoga. Every time, we picked guests who were experts but also grounded in the reality of our listeners. To talk about veganism, we favored Rich Roll, a regular California guy who turned his life around following a health scare by starting a plant-based diet, and years later became one of the most impressive ultra-athletes in the world.
WWD: What have been some key learnings you’ve gleaned from the people you’ve interviewed?
G.P.: Well, I’m sleeping better thanks to Nick Littlehales. My nutrition IQ always goes up a few points when I talk to Dr. [Philip] Goglia and my endurance training has bumped up a notch, thanks to Roll. I don’t think this is the right place to tell you what family and marriage therapist Nicole Heidegger’s talk did for me, though…
WWD: What does “wellness” mean to you?
G.P.: To me, wellness is the overall state of being “good to go.” When my personal wellness — resistance training, cardiovascular work, nutrition, hydration, stress management, emotional and spiritual fulfillment — is firing on all cylinders, I’m unstoppable. When it’s not, I go down that little checklist and shore up the weak links.
WWD: Have you long been a podcast fan?
G.P.: I’ve been a fan of podcasts for a number of years, but I only became a regular listener about a year-and-a-half ago. I listen to a variety of podcasts, from Joe Rogan to Malcolm Gladwell, Bill Simmons, Bill Burr, Michael Gervais, Mark Bell, Ed Mylett and Andy Frisella. I get something out of every single one I listen to, which is why I am addicted — in a healthy way.
WWD: What else are you working on?
G.P.: I always have projects in the works. That’s why [L.A.] is such a terrific city to live in. I have two TV projects I am working on, another book project with Dr. Goglia, our Gunnar Gym Design business just landed four more hotel contracts and my clients — as well as the Lakers — fill the rest of my working hours.