AMERICAS. Coty Travel Retail has launched BOSS Bottled Beyond Eau De Parfum across leading airports in the Americas, supported by a high-impact 360° omnichannel campaign under the banner ‘BOSS Recognize BOSS’.
The campaign showcases the latest addition to the BOSS Bottled line through immersive activations that spotlight BOSS Bottled Global 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 of getting inspired and inspiring others through “talent, leadership and authenticity”, Coty said.
Coty Travel Retail has partnered with leading global travel retailers, including Avolta and Duty Free Americas, to deliver the BOSS Bottled Beyond experience across key airports in Buenos Aires, Rio de Janeiro, Mexico City, New York City, Miami and Panama City.
The pop-up is anchored by three major activations. At Ezeiza International Airport in Buenos Aires, a premium fragrance bar, themed photobooth and dedicated music space – complete with a curated Beyond the Beat playlist – immerse travellers in the BOSS Bottled Beyond universe.
An airport-exclusive hologram experience highlights the fragrance’s elevated design codes while adding a digital storytelling dimension. The pop-up officially launches on 1 September.
At New York John F. Kennedy International Airport Terminal 4, a Maluma-themed photobooth and interactive fragrance bar invite travellers to discover the scent’s distinctive ginger-leather character.
At Panama Tocumen International Airport, visitors can access a multi-sensory fragrance discovery space complemented by another Maluma-themed photobooth, offering travellers a comprehensive introduction to the BOSS Bottled Beyond fragrance.
The pop-up campaign supported by high-profile OOH media at participating airports and a targeted Club Avolta digital media programme, designed to connect with travellers at all stages of their journey.
High-impact digital banners, social media content and newsletters drive awareness, while an exclusive raffle for top-tier members offers the chance to win signed bottles of BOSS Bottled Beyond from Maluma and Vinicius Junior.
Coty Senior Vice President Global Travel Retail Mette Engell commented: “Designed to engage, inspire, and deliver a sense of place, each activation welcomes visitors to step into the wonderful world of BOSS Bottled Beyond through sensory discovery, interactive installations and bold storytelling.”
Coty Vice President Travel Retail Americas Diego Artola-Villanueva added: “Through this exclusive regional campaign, we wanted to create a premium fragrance experience that not only celebrates the launch of BOSS Bottled Beyond Eau De Parfum but also takes visitors on an unforgettable journey into the BOSS universe.”
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. ✈
