Emma Roberts is personified with her positivity, energy, charisma and authenticity to gain millions of fans around the world.
From her cinematic work to the incredible Belletrist Book Clubeverything she touches becomes gold as a result of her hard work, courage and determination.
So it is no surprise that he was chosen to be the face of BOSS ALIVE, with the powerful Eau de Parfum celebrating the courage of women everywhere.
New The perfume aims to empower women to approach every day with a spirit of adventure and live life with passion, with Emma Roberts returning to star in the new campaign, bringing to the fore her undoubted charisma and aura of positivity.
Features processor Jenny Proudfoot sat down with Emma to learn more about the campaign and talk about motherhood, books and the importance of girlfriends.
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What role does perfume play in your life?
Perfume always played a big role for me. Even since I was a child, I remember being desperate to have a distinctive scent when I was older. I always thought it was so elegant – the way my mom or other friends’ moms smelled. I felt very adult and cool to have a scent. So, when I was asked to become the face of BOSS ALIVE, I was so excited because the scent of my signature was chosen for me and it was amazing. When we first started working together, BOSS ALIVE had vanilla notes – it was just like that and it came in this wonderful pink bottle. And now with BOSS ALIVE Intense, I have two different scents so I can switch. This one has raspberry and vetiver and I always liked the vetiver notes in the fragrance. Again, it has a wonderful bottle that I can look at in my vanity case. It says “LIVE” and makes me smile every time I look at it – I like this message.
The messages have to do with daring to live intensely and exude positive energy. How important are these qualities to you?
These qualities are so important to me. What I liked about this campaign is that it was not photoshop – it was very natural. The photographer, Collier, who is one of my favorite photographers, really wanted to immortalize each of us girls as they are – to feel confident and have fun, and I really liked that. Sometimes you see ads and you don’t even recognize the people in them, so I liked the fact that BOSS really allowed us to come to this campaign. And it made me feel confident that they wanted me to look and feel like myself. I just like this message and it was really my honor to participate in it, even more knowing that the campaign made people feel like themselves and feel confident. I have always believed that the most beautiful person in the room does not have to wear the most expensive clothes or the most makeup, he is the person who has the most confidence and vitality. So I like that we are promoting these messages with the BOSS ALIVE campaign.
What gives you confidence?
I think what gives me confidence depends on the day and what I do, and I’m sure everyone can connect with it. Sometimes you just wake up and feel confident in your sports pants without makeup, and you just spend a wonderful day where you feel “on it”. And then other times, you need a little more enjoyment, so you make a face mask and collect yourself a little more. But I think at the end of the day, I feel more confident when I am around people like my girlfriends, who support each other and make me feel safe. People who bring out the best in you and you bring out the best in them. There is nothing better than to be away for a while and go home and have a dinner for the girls and catch up and there is not a moment of dead air.
He seems to be surrounded by positivity and support. How important is it to strengthen each other?
I think it is so important, especially in the last two years where we have collectively gone through one of the most difficult things in our lives. I remember doing my best to check in with some friends more than normal which was difficult. And I noticed that a lot of my friends checked in with me more than normal, and that meant a lot. Well, yes, I think now more than ever, it is very important to keep in touch with people and make them feel good and special. It is beyond important.
How would you say motherhood has changed you?
Oh my God. We could talk about it all day. It obviously changed me – motherhood can not change you. I think it definitely made me slow down and be more grateful for quiet moments. Before, I just worked all the time and went non-stop. Having a child definitely makes you slow down and be more in the moment, something I am very, very grateful for.
Can we talk about Belletrist?
Belletrist is my book club that lives on Instagram. And it all really started with the love of books between my two best friends, me and my best friend, Kara. She lived in New York and I lived in Los Angeles, and the only thing we love more than reading is that we receive mail, so we send each other packages of books by post, by postcard. And this is how our friendship with the years we lived on opposite shores developed. Then Instagram came along and I started posting books we loved and I noticed that it had a lot of commitment, especially from young women who really wanted recommendations and discussions about them. I just felt like there was something there and I wanted to create a community where young women and men, but mostly women can go and have meaningful conversations and be introduced to amazing stories. Books are the way to go, but not to be the best reader, but to be really curious about the story. And it has evolved into something that has exceeded my wildest expectations. I remember screaming with Karah when we reached 5,000 followers and we are now at 268k. It just makes me so happy when people tell me they love the book club and it’s nice to be able to have conversations outside of acting and be able to share other things with people.
What role do books play in your life now?
I am literally the person who stops at airport security because he has too many books in his bag. I just love my books and appreciate them very much. I will suggest books, I will buy books to people, but I will not lend my books to anyone. I think I borrowed some books and did not get them back or I had to chase people for them. So now I’ll be happy to send someone a new copy, but I’m very protective of my books.
Do you have a favorite book of all time?
Oh, that’s so hard, and it changes. I change this answer in every interview just because I want to recommend more books to the world. So if anyone catches the fact that my favorite book is always changing, so be it. But I think a book that I like and that I go back to is Make it scream, make it burn by Leslie Jamison. There is a short story about reincarnation that I just think is one of the most interesting and beautiful stories, and I recommend it to everyone. So it’s good because they are short stories, so you have something different from each chapter. And then I always recommend Joan Didion to people. I think so Blue Nights is just one of the most beautiful books of all time. And I read it every two years and I get something different from it every time. So this is one I would recommend. Especially if you have not read any Joan Didion, Blue Nights is the way, for sure.
What is the best beauty advice they have ever given you?
It would probably be from my mom. He always told me less is more. Especially when I was going through my teenage phase when I wanted to wear heavy eyeliner and red lipstick, he would say “less is more – please take one out”.
Which outfit in your wardrobe has the most emotional value?
I have this blue Balenciaga bag which was the first branded thing I ever bought with my own money. I bought it because Mary-Kate Olsen had the green Balenciaga of mint. I could not find it, so I got blue and I just remember thinking, “wow, I would never want another bag again”, which of course was not true. But I still have it. And it’s dirty and beaten, but I love it so much because it just reminds me how much I wanted it and how I saved my money to buy it. I adore it.
What is the best career advice you have ever received?
My God, this is such a good question. I feel that what I do is a lot to learn as you go and take time to think. When we started Belletrist and when I started my acting career, there were so many things I didn’t know then that I know now. But at the end of the day, I would not do anything different because I am happy for the trip that took me. Even things that were extremely difficult have taught me a lot and now I have advice to give to other people – watch this, do not do this or do not listen to someone when they say this. So I try to take time to think, so that I can do better next time or give advice to other people so that they do not make the same mistakes.
available in 80ml, 50ml and new 30ml.