Gwyneth Paltrow deigns to shill peasant perfume Boss Ma Vie: terrible or cute?

boss ma vie

Gwyneth Paltrow is the current face of Hugo Boss’s fragrances. She did the Nuit ads a while back, and then she did Boss Jour and now her current ad campaign is for Boss Ma Vie. This campaign was certainly launched at an interesting time, wasn’t it? Everyone needs to rally around poor Goop, whose husband ran off with the cooler, younger, more accomplished girl. Goop’s friends rally around her and now Goop has to bravely shill an advertising contract. Woe is Goop. What’s really funny though is that this commercial is AWFUL! I think Gwyneth is trying to do “ice princess” and “sexy” at the same time, and I swear, when she’s sniffing the mass-market peasant fragrance, she looks like she’s stifling an eye-roll.

Right? This is not a good commercial at all. I can’t believe she would shill for something so peasanty too. I’m so embarrassed for her. But Goop is a professional, and she told Elle UK recently that Boss Ma Vie is “so personal and immediate; it smells different on everyone. When I wear it, it gives me a feeling and I just like that feeling.” So eloquent. Let’s rally around her!! Goop also told People Mag:

“I love the concept behind the fragrance and that it represents a time to pause and take a moment. I have these moments every day where I think how beautiful life is. It’s those moments that are so simple and so pure, and that really connect you to your heart…. I’m drawn to an eclectic mix of scents. I wear different ones depending on my mood that day. I wear men’s cologne, really feminine florals, citrusy things and really musky woodsy ones too.”

[From People]

Good lord, she’s officially going Full Aniston, isn’t she? I don’t understand how doing this touchy-feely New Age/Goddess Circle stuff is her best move at all. Goop is an elitist bitch. She’s always been an elitist bitch. She needs to own that and throw shade from that position.


Photos courtesy of Fame/Flynet & Hugo Boss.

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54 Responses to “Gwyneth Paltrow deigns to shill peasant perfume Boss Ma Vie: terrible or cute?”

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  1. Dani2 says:

    Her head looks photoshopped onto her body in that first photo. She actually looks better in the candid.

  2. Bubulle says:

    That commercial perfectly suits her personality, a huge bore.

  3. MollyB says:

    She looks like Heidi whatever her name is. Spencer and Heidi?

  4. Cinderella says:

    That’s a whole lotta sternum right there.

  5. Pri says:

    The way she’s pursed her lips in the advert says a lot. It’s sooo..forced. She has things to say to those people at Hugo but then, you know, and she knows, that she needs the money.

  6. JenniferJustice says:

    I seriously want to know who uses her products…well, besides her friends that she gives her sh!t to.

  7. Sammi says:

    Gee, couldn’t someone involved in the filming of the ad have told her how much better a side part looks? And leaving the straightening iron in the cupboard? What the hell does Goop see when she looks in a mirror at the centre part and fried split-ends??

  8. Chris Martin says:

    I NEVER found her attractive. I ALWAYS thought she looked inbred and never knew what the hype was all about. Why anyone considers her a beauty is beyond me.

  9. tabasco says:

    That blah blahhhhhhh bit about her everyday moments reminds me of that commercial Pitt did. Embarrassing. Except at least that was Chanel.

    By the way, as this was conveniently released 5 seconds after Martin Lawrence, did you get that she is strong and independent, carefree-ly releasing her scarf into the wind, because STRONG AND INDEPENDENT? DID YOU GET THAT?

  10. Lori says:

    She’s Jessica Simpson. Bahahahaha

  11. UGH says:

    She looks like Kathleen Turner

  12. FingerBinger says:

    It doesn’t make me want to buy the perfume but she actually looks pretty good.

  13. BendyWindy says:

    Has she had some fillers? Her face looks puffy to me. I like the suit and at least her hair looks…not as fried.

  14. Ag says:

    Feel your feeling. And smell like Goop.

    • Lauren says:

      Goop is not very articulate, and her comments sound rehearsed. As for friendship- Winona Ryder finally has some satisfaction that Goop ‘s reign of mean girl terror is being annilated. I don’t care about Goops straw hair or crusty skin- her character and disloyalty are repugnant.

  15. Indira says:

    She looks uncannily like Aniston in the black and white

  16. Jem says:

    I didn’t think it was possible, but all this makes me feel sorry for her. At the end of the day, she’s a middle aged woman who isn’t young enough/hip enough for her husband anymore. I know, I know; that’s not what we’re being told. We’re being carefully instructed that they “consciously uncoupled” and blah blah blah. But I don’t buy it. More and more, the vibe I’m getting off this situation is that HE wanted out and she couldn’t hold onto him anymore. Few things are more humiliating to a woman than being replaced with someone young enough to be your freakin’ daughter…

    • Ag says:

      I hear what you’re saying. I can see how a situation like this would be crushing, no matter how you try to paint it to the media.

    • Tiffany :) says:

      Right, but there have been rumors for a while that she was stepping out on him, pre “uncoupling”. If he was seeing someone else first, that makes him the bad guy, typical narrative. But what if she was seeing someone else first? It is really hard to buy the idea that she is being humiliated when rumors of her infidelity were embarrassing him long ago.

      I guess I just don’t like how when a couple breaks up, the woman gets stuck with the “pitiful” victim label, and the guy is made out to be “winning”, even if life is more nuanced than that.

  17. goldie_two says:

    The ad looks horrible. I think they were going for a Calvin Klein vibe but the position is bad, her expression is awful and their hand was too heavy on the retouching. In my opinion she actually looked good on the candid pic.

    But then again i am biased to talk because despite finding her an insufferable elitist asshole, i always thought she was really pretty in a WASPy princess sort of way. Nowadays she just looks rough with all the sun damage, the smoking and the starving.

  18. Chris says:

    I honestly don’t know why they spend millions on these ads…..I don’t care who the ‘face’ is, I go entirely by the scent itself. A photo of a building would just as useful in that respect….surely nobody believes the sleb really does use the scent in question? Having said that, I loved Brad for Chanel No 5 because it was sooo true, in a weird way…you can’t feature the ‘ideal’ scent wearer, it’s so subjective, so you may as well gave a piece of nonsense with a gorgeous bloke instead!

  19. LAK says:

    I’m rather disappointed at the Anistonesque turn the GOOP appears to be taking.

    Come on baby girl, you need to step UP your game. Goddess circles are for peasants!!!

  20. Annaloo. says:

    I don’t think Goop can be Jennifer Aniston, bc Chris Martin is NOT Brad Pitt.

    I think she looks very tired, staid, and I don’t for a second believe that she wears this perfume or owns an outfit like that. She looks like a corporate shill from a stock photo who got lost wandering around on a too long lunch break on Park Avenue

    She needs a new look, new life..anything. I’m even bored with hating her.

    • Chris says:

      Also, when dressed like that and with those heels, on a photoshoot in New York, I thought it was holy writ that the model be shown dashing across the street in front of a yellow cab, looking tremendously ‘capable’ (heels notwithstanding) and sexy hair flying, a counterpoint to a businesslike portfolio/briefcase. And not looking where she’s going, natch, but showing all 650 whitened teeth to the camera.

  21. Angee says:

    Thanks for contributing to the continual objectifying of women, Gwenyth. Doesn’t your conscience get to you ever? Our slave uniforms of “sexiness” that consist of plunging neck lines, EXTREMELY uncomfortable shoes, etc. just don’t seem to go away. Thanks for setting us back, again, Gwenyth.

  22. Pumpkin Pie says:

    Is she feminine, strong, independent?
    The only thing I like about this ad is the music.

  23. thedarklady says:

    Yet another terrible perfume ad. The suit is nice but guess who designed the Nazi uniforms? Hugo Boss, that’s who.
    If they wanted a tall, skinny blond with a bony sternum and flat chest then they should have used Hiddles. Less Gwynnie, more Hiddles please.

  24. Kat says:

    Attention companies: Using Goopy to shill your product(s) is a sure-fire way to ensure I never, ever purchase them.

  25. Lila says:

    Shouldn’t she be shilling for Tom Ford or Creed or suchlike? Not some peasant-y scent you can get at a drugstore?

    (Now we just need JLaw to get a high-end perfume contract. I’m sure she can work in some fart jokes somewhere)

  26. rudy says:

    Goop looks like she is trying to poop.

  27. Mrs. Darcy says:

    I’ve been waiting for someone to pick up on just how hideous this print ad is, it accosted me in a magazine and I could not figure out what they did to make her look so mannishly hideous. I don’t think of Gwyneth as a great beauty but if I were her I would be horrified. They’re trying to make her pull off androgynous, Gainsbourg-y chic and it’s awful on her, with this photographer/photoshop anyway.