Coty has pre-launched BOSS Bottled Beyond Eau de Parfum in select airports across Europe, Middle East, Americas and Asia Pacific (1 July), followed by the Americas from 1 August. The pre-launch gives international travellers access to the latest men’s fragrance from BOSS ahead of its global launch on 1 September.
The pre-launch is backed by a major global campaign under the theme ‘BOSS Recognize BOSS’, fronted by new Brand Ambassadors American actor Bradley Cooper, Colombian singer Maluma and Brazilian footballer Vinícius Júnior. Representing the worlds of film, music and sport, the trio exemplify the campaign’s theme “BOSS men get inspired and inspire others”, Coty said.
Coty is running as ambitious activation programme to mark the release. Frankfurt, Sydney, Istanbul and Barcelona airports are hosting immersive cross-category activations that unite BOSS fragrances with the broader Hugo Boss brand universe.
The campaign is further amplified in London, where a collaboration with Safilo Group – producer of BOSS eyewear – delivers a fully integrated brand showcase spanning fragrance, fashion and eyewear.
Among the retailtainment highlights is a multi-sensory fragrance bar featuring a Mixology table, where travellers can explore the scent’s key ingredients and campaign narrative.
A bespoke Snapchat lens brings digital engagement into the experience, inviting users to play a game where they ‘slice’ fragrance ingredients before shaking a virtual cocktail shaker to reveal the BOSS Bottled Beyond bottle.
A Maluma-inspired photobooth offers an immersive stage-like setup where visitors can take photos, listen to music on headsets and explore the exclusive ‘Beyond the Beat’ playlist. At select locations, travellers also have the chance to win signed bottles from Maluma and fellow brand ambassador Vinícius Júnior.
The in-store activity is supported by a full-scale 360° digital campaign, developed in close partnership with Coty’s partners in the channel. The programme includes targeted CRM outreach, media placements across Meta and TikTok and influencer collaborations designed to engage key consumer demographics.
“We are thrilled to introduce BOSS Bottled Beyond Eau De Parfum, the latest addition to the iconic BOSS Bottled collection, exclusively in global travel retail, accompanied by a variety of high-impact in-store installations, dynamic digital storytelling and immersive, cross-category retail experiences,” said Coty Global Travel Retail Senior Vice President Mette Engell.
“With Bradley Cooper, Vinícius Júnior and Maluma leading the ‘BOSS Recognize BOSS’ campaign, we invite customers to explore what it truly means to be a BOSS man: someone who constantly recognises, uplifts and inspires greatness in others.”
Boss Bottled Beyond
BOSS Bottled Beyond is claimed to be the first ‘premium ginger-leather’ eau de parfum. Notably, it uses CO₂ Extraction technology to deliver a long-lasting ginger scent profile.
The fragrance is presented in a lacquered black glass flaçon with a gradient finish. It comes with a leather-touch trim and gunmetal-grey cap. A Double B monogram engraved into the bottle completes the flaçon and underlines the scent’s bold visual identity.
BOSS Bottled Beyond Eau de Parfum is available in 50ml, 100ml, 150ml and 200ml formats at selected airport locations. ✈
