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Be the man of today

BOSS Bottled has unveiled the next chapter of its Man of Today campaign with a new mission: to inspire men to show the world who they are through their actions, and the values by which they live their lives.

One of the most iconic male fragrances of the last 20 years, BOSS Bottled launched the first Man of Today campaign in 2014 to kick-start a global conversation about what modern masculinity and success mean in today’s world. Now, BOSS Bottled seeks to empower men everywhere to share and celebrate their varying ideals of success by consistently measuring each moment against their own set of codes. In doing so, BOSS Bottled will capture a snapshot of what masculinity means today and how it has evolved.

The next chapter of the Man of Today campaign will be brought to life by new BOSS Bottled global fragrance ambassador and actor Chris Hemsworth, a man who consistently acts by his own codes of integrity and respect: “The Man of Today campaign is all about representing the idea that actions speak louder than words – a principle I've always tried to embody and live my life by. It's one thing to say you're going to do something but to back it up and do it is a whole other thing. It's an attitude that my parents bestowed upon me and an approach I hope to instill in my kids as well. It's about the qualities of honesty and integrity, which is a great message to be a part of,” Hemsworth said.

The elegant, woody accords of the fragrance reflect a complex structure that is as versatile and rich in contrasts as the man who wears it. Hour by hour, the scent unfolds and takes on a different quality that inspires and stays with the BOSS man throughout his day. The result is a fragrance which remains as contemporary and relevant today as it was at launch, a symbol of masculinity that has been effortlessly incorporated into the daily routines of men around the world.

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