Coty has extended the travel retail pre-launch of BOSS Bottled Beyond For Her and BOSS Bottled Beyond Eau de Toilette Intense to the Americas, supported by a wide-ranging programme of experiential and digital activations.
The dual pre-launch kicked off on 1 August, building on the fragrances’ travel retail debut in Europe and Asia Pacific in July.
The Americas pre-launch combines physical retail theatre, digital engagement and targeted media designed to bring the BOSS Bottled Beyond universe to life.
Some of the participating locations include Ezeiza International Airport in Buenos Aires, Benito Juárez International Airport in Mexico City and Rio de Janeiro Galeão International Airport in Brazil, all in partnership with Avolta.
A BOSS Recognition Wall invites travellers to recognise someone who has inspired or influenced them. Travellers can select a pre-written message or create a personalised note, place it inside a BOSS luggage tag and take it away as a gift for their loved ones.
Other experiential elements include ingredient discovery installations, a photo booth and photo wall, alongside a hologram showcasing the BOSS Bottled Beyond For Her bottle.
A Snapchat game, available as a dedicated travel retail web version at selected locations, illustrates the fragrances’ signature ingredients.
Coty is supporting the launch through connected TV advertising across US airports. It is also running an Out-of-Home (OOH) media campaign at New York John F. Kennedy International Airport.
In addition, personalised newsletters, app visibility, push notifications, branded digital experiences and member engagement are being deployed across selected airport locations.
The pre-launch is further supported by retailer-specific media which encompasses branded website takeovers and experiences, CRM communications, social media activity and sponsored product placements.
The campaign is being further amplified through a network of travel retail content creators across key Latin American markets, including Mexico, Brazil and Argentina.
“This dual avant-première marks an important moment for BOSS Bottled Beyond as we introduce the franchise’s first fragrance for women alongside a bold new expression for men,” commented Coty Senior Vice President, Global Travel Retail Mette Engell.
“Our integrated media, retail and loyalty activations bring BOSS Recognize BOSS to life throughout the traveller journey. Offering travellers this exclusive first look is exactly what makes travel retail such a powerful stage for our brands.”
As reported, BOSS Bottled Beyond for Her is a feminine interpretation of the BOSS Bottled universe, combining pink peony with amber notes and maple syrup accords. The fragrance is presented in a sculptural pink bottle featuring the Double B monogram, accented with black and gold detailing.
Coty has introduced three new global Ambassadors to the BOSS Bottled Beyond campaign: Oscar-winning actress and producer Jessica Chastain, multi-platinum recording artist Becky G and Olympic long jump champion Tara Davis-Woodhall. They join existing BOSS Bottled Ambassadors Bradley Cooper, Maluma and Vinícius Júnior.
The masculine BOSS Bottled Beyond Eau de Toilette Intense is positioned as the brand’s first floral-leather fragrance for men. It blends orange blossom absolute with warm leather accords and is housed in a semi-transparent metallic bottle featuring a silver-toned cap and leather-inspired detailing engraved with the Double B monogram.
BOSS Bottled Beyond for Her is available in 50ml and 100ml formats, while BOSS Bottled Beyond Eau de Toilette Intense is offered in 50ml, 100ml and 150ml bottles. ✈
