Gwyneth Paltrow in the new Hugo Boss perfume ad spot: sexy or hilarious?

Gwyneth Paltrow

Gwyneth Paltrow has been revealed as the face for the new Hugo Boss perfume, Boss Nuit Pour Femme, and I’d like to note the obvious discrepancy between this generic promotional photo (above) and the one below, which is specifically for the perfume itself. Someone is falling down on their Photoshopping, no? Goop will not be pleased and will banish this peasant to the land where woodburning stoves do not exist.

Gwyneth Paltrow

Anyway, this is just a little note that Goop has gone downmarket again and is starring in a commercial for another peasanty brand, which has become quite a lucrative endeavor for her of late. First, she signed on as the “brand ambassador” for Coach purses, and then she became the face of Swedish fashion label Lindex’s “modern preppy” campaign. Finally, started shilling processed, frozen food for Spar in Austria when she thought we weren’t looking. All of these campaigns feature Goop posing happily next to goods that she’d never buy in real life, but I guess the Goop lifestyle is a delicate balance as far as financing goes. Those $270 acrylic trays don’t sell themselves, you know.

Now there’s a new commercial for Goop’s Hugo Boss perfume, which I am convinced that she figured was alright to front the advert campaign for because it has a French name (and therefore, it must be fancy). Watch Gwyneth do the “sexy walk” in her little black dress, and we’ll discuss:

Oh my Goop. She looks terribly uncomfortable here, doesn’t she? And soon there will not only be print and television spots but (presumably) a product launch, where Gwyneth will have to smile and say hello to the unwashed masses. Poor thing. She works so hard. Also, has she had another nose job? I can’t tell.

Gwyneth Paltrow

Photos courtesy of Hugo Boss

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46 Responses to “Gwyneth Paltrow in the new Hugo Boss perfume ad spot: sexy or hilarious?”

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  1. Aiobhan says:

    If I put aside that fact that she is an ass, I have to say she looks good. Better than Blake Not So Lively.

  2. idk says:

    I don’t know about this. How likable is she really? I know she’s not a bad person, but I think a lot of people think she’s snotty and not someone they can relate to…so beats me why she keeps getting endorsement deals…same reason the Kardashians keep getting them I suppose.

    • Annie says:

      I kind of like the Goopster – I know she’s snotty but she owns that snotty, unlike many celebs who are all snotty inside but put on this veneer of down to earth altruism just because they know that’s what people like and can relate to.

      Her looks are kind of achieveable/relatable too. She’s not a supermodel but she really knows how to make the most of what she’s got. She does look great most of the time.

  3. Leaf says:

    This ad and the one Lively did for Gucci are too similar to tell the difference.

    • Minty says:

      Yeah, they are both crap and not aspirational to me whatsoever. I’m less likely to buy any product shilled by Goop or Boobs Legsly.

  4. Nina says:

    I think we should encourage her whenever she sports a side-part and doesn’t flat-iron her hair to high holy hell.

    GOOD GIRL, GOOP. GOOD GIRL.

  5. reeda redneck says:

    She looks ridiculous.

  6. ZigZagZoey says:

    In the last pic, she looks kinda like Heidi Klum.
    She would never make me want to buy anything.

  7. Krock says:

    Wow that was a real snooze. She has no “pop” no “flair” no excitement. Goop or no goop she is one boring chick.

  8. Swedish Chef says:

    Ha ha! In the last pic she reminds me way too much of Martha Stewart!

  9. Lisa says:

    The way she strutted in that last shot reminded me a lot of Paris Hilton…

    She also has this face on her. Half smile half grimace? She looks uncomfortable and kind of awkward to me. Dare I say it, insecure??

    • Ally says:

      I guess she’s a bit like Michelle Williams in that she’s blonde and wispy and visually interesting, but has no sex appeal or massive female charisma, if you will.

      I imagine that with Gwynnie as the spokesmodel, the perfume smells like colonics and soybeans.

  10. Lotta says:

    Her movie career must be over and she is trying to milk her persona while she can.

  11. NYC_girl says:

    I really don’t know why I dislike her so much.

  12. lucy2 says:

    I don’t think the ads are horrible, but nothing will compare to Charlize strutting in the Dior ads. No one else should even bother trying!

    I don’t get why they’d choose her – she’s not as high profile as she once was, and not someone the general public seems all that crazy about. I suppose the same could be said of other celeb shilling, but it seems she’s gotten a bunch of endorsement deals lately. I guess her management is pushing for it?

    • TheOneAndOnly says:

      No offense to Charlize but go on youtube and check out some of the perfume ads from the 80s/90s when they really aimed for class and elegance catherine deneuve Isabella rossellini paulina porizkova, etc, goopy is so far from those glamazons its both sad and funny that she thinks apparently she epitomizes those qualities.

  13. cody says:

    I don’t find Goop a sexy woman and I certainly wouldn’t buy something, because she is the face of the brand.

  14. Ally says:

    I like her, any woman who can make drinking Guiness look classy is okay with me.

  15. Melissa says:

    How do these companies have enough money to pay celebs to hawk their perfumes? I mean, how many people really buy perfume anymore? Obviously they do, but I feel like I never smell it on anyone.

    • Ally says:

      Most workplaces actually ban perfumes, which must dent the sales. With good reason, too — not just allergies; there is some toxic crap in perfumes, especially those chemicals that make them ‘strong’ or ‘last longer’.

      “Some of the most common chemicals in perfumes are ethanol, acetaldehyde, benzaldehyde, benzyl acetate, a-pinene, acetone, benzyl alcohol, ethyl acetate, linalool, a-terpinene, methylene chloride, styrene oxide, dimenthyl sulphate, a-terpineol, camphor, and limonene.”
      http://www.care2.com/greenliving/toxic-effects-of-perfume.html

    • Shannon1972 says:

      Hugo Boss is actually a huge company. They have many licenses and sub-licenses…they can well afford Gwenneth. Perfume is the best product a brand can sell. Easy to produce, 100% + markups, huge profit margins, and it makes aspiratinal brands affordable to the masses.
      It’s big, BIG money. $$$

  16. Jayna says:

    Classy, beautiful ad.

  17. Quinn says:

    Girlfriend is just NOT sexy. I get embarrassed watching her try.

  18. Angel L says:

    in the last picture she looks like a young Martha Stewart to me.

  19. Reece says:

    I like the bottle!

  20. Sumodo1 says:

    There’s a Nazi connection with the Hugo Boss brand that GOOP, who identifies as Jewish, didn’t bother to research, apparently.

    • tripmom says:

      Thank you for bringing this up! Hugo Boss manufactured the Nazi uniforms during WWII, a fact the company has never apologized for. Our family refuses to buy anything from that label.

  21. isabelle says:

    As always, beautiful and natural. Obviously no botox, which is incredibly refreshing.

    • catt says:

      Yeah, right. It’s quite easy not to get Botox when you’re only 39!
      Lets see how natural she is in 10 years. She will of course only use the organic non toxic Botox.

      • isabelle says:

        Some celebrities start using botox in their twenties! I suspect Goop will age gracefully.

    • Ranunculus says:

      I think she looks great for somebody her age and who has 2 kids. Not overdone and still can rock some serious ridiculous hip fashion. Hope she does more acting in the future than just product endorsing. Look forward to her movies with Ruffalo and hope her role is expanded in Iron Man 3 and she will act her butt off like she did in the first Iron Man (She and RDJ are just delicious together). I like her a lot like as an actress, she is talented and I don’t mind her cooking but advertising a plastic tray on her website is just plain tacky.

  22. olcranky says:

    is it me or is she photoshopped to look more like Cate Blanchett in the second pic?

    As for the ad, it’s really pretty lame and if it’s supposed to be sexy, there’s nothing sexy about it

  23. Aurelia says:

    She just isn’t pretty enough to be fronting a perfume campaign.

  24. Bobby says:

    Her look is so generic, I mean if she weren’t a celebrity nobody would look at her twice.

  25. Kosmos says:

    It was okay, not overly sexy; however, I know that you do not ‘spray’ perfumes because they could stain your expensive clothing, and also deposit too much scent all at once. In the ad, she sprays the perfume. Usually, you spray onto a cotton ball and dab it onto your wrist and other areas.

  26. dj says:

    Glad others remembered the SS uniforms were designed?/made by Hugo Boss! A little fact that someone of Jewish ancestry might want to be aware of.

  27. Shannon1972 says:

    The nazi connection brings up an interesting point. I mean no disrespect here, or offense. My family is half Jewish…we lost a lot of family in the nazi camps. I haven’t forgotten the holocaust, but I have to admit that it was so long ago that it doesn’t drive which companies I patronize. We have debated this issue many times at the dinner table, which is why I am commenting.

    My parents always said they would never drive a German car because of the nazi tank connection. But 6 yrs ago, they bought a Mercedes. From a dealership that happened to be run by a Jewish family. Sheer coincidence, but interesting to your point. Additionally, and perhaps more relevant: Hugo Boss USA is run by an observant Jewish man. I used to work with him at an Italian fashion company (a nazi ally…a long time ago. I assure you my Italian colleagues were not nazis.).

    I guess my question is: at what point do we remember, but move on? When is Germany no longer the enemy? We have to remember, and realize that it is still happening elsewhere in the world. But we are so intertwined and global these days that if we were to use “former nazi company” as a criteria for whom we patronize, than we can count out many of the old European companies. And not that I am apologizing for them (my ancestors would roll over), but I just want to point out that Hitler didn’t give these companies a choice. They had to make uniforms or tanks or guns…we already know what the consequences would have been if they didn’t comply. Some did it willingly…others not.

    And to make a total 180 here: I loved Gwenneth’s dress in the commercial. She looked beautiful. I won’t be buying Boss perfume…I am very loyal to my Chanel Beige. Come to think of it, Coco Chanel was rumored to be a Nazi sympathizer, but yet, their designer is Karl Lagerfeld…Jewish. Just pointing it out.

    • Auntie Git says:

      You make many good points. I’m not Jewish, but have studied WWII a ton and teach my students a Holocaust unit each year. I agree that if you said, “I’ll never buy anything from a company that supported the Nazis”–you’d be hard-pressed to find certain items in Europe! Plus, very good point–companies basically did not have a choice. “Make weapons/whatever for us, or we will you” was the choice.

      I agree also that Gwyneth looks good. I wish I looked that good! She does seem almost embarrassed or something though…..I have always liked her, even though this site really loves to hate on her. ;)

    • tripmom says:

      I understand your point, but I’m not upset by the fact that they made the uniforms. I’m bothered by the fact that they NEVER apologized for it, or indicated that they regretted it in any way. Because of that, I have no reason to believe they wouldn’t do it again.

  28. mirianaval says:

    Gwyneth is sexy

  29. Kath says:

    The ad where Gwyneth talks about her ‘love of music’ is hilarious. She tries to educate us peasants about all the different types of music she loves, and then introduces us to this amazing new concept called shuffling your iPod. Gasp! She’s a visionary!

  30. Ing says:

    And who the hell is BEDHEAD, apart from a envious self-capitalized wannabe.

    I like GP and I love this ad, she looks stunning!!