Coty has pre-launched BOSS Bottled Beyond for Her and BOSS Bottled Beyond Eau de Toilette Intense in global travel retail. The avant-première gives travellers early access to the latest additions to the BOSS Bottled fragrance portfolio ahead of their wider domestic launches.
The exclusive travel retail roll-out began on 1 July across Europe and Asia Pacific, with distribution extending to the Americas in August. The campaign is currently running at Kuala Lumpur International Airport with Eraman, Sydney Airport with Heinemann Oceania and Adolfo Suárez Madrid–Barajas Airport Terminal 4 with Avolta, among others.
BOSS Bottled Beyond for Her will make its wider European retail debut from 1 September, followed by its US launch in February 2027.
It marks the first expansion of the BOSS Bottled franchise into women’s fragrance. The introduction is accompanied by BOSS Bottled Beyond Eau de Toilette Intense, a new men’s fragrance within the existing collection.
Coty is rolling out a series of experiential retail activations across participating airports to support the dual fragrance launches. The pop-ups feature ingredient discovery zones, photobooths and holographic bottle displays.
Selected airports across Europe and Asia Pacific will also offer locally tailored gifts and gifts-with-purchase (GWP) incentives. These include BOSS Bottled Beyond for Her bracelets, popcorn, cookies and a Scratch & Win mechanic.
In addition, travellers can win BOSS-branded prizes, including a HUGO BOSS bag and bracelet, through physical scratch cards or participating retailers’ CRM applications.
Gamification and digital engagement are central elements to the campaign. A match-three-style game, inspired by the fragrances’ key ingredients, is available via Snapchat and has been adapted into a dedicated travel retail online version at selected airports.
The activation roll-out is supported by an integrated omnichannel marketing campaign spanning airport out-of-home (OOH) advertising, retailer websites, social media channels and loyalty programmes. As part of the digital campaign, consumers can register online to collect a complimentary fragrance sample before travelling.
In addition, an influencer campaign focused on BOSS Bottled Beyond for Her further supports the launch through fragrance creators and content specialists across Instagram and TikTok using the hashtags #BOSSRecognizeBOSS and #BOSSBottledBeyondForHer.
Coty Global Travel Retail Senior Vice President Mette Engell commented: “BOSS Bottled Beyond for Her and BOSS Bottled Beyond Eau de Toilette Intense mark a defining moment for the franchise as we introduce its first female fragrance and build on the success of this iconic collection.
“Through this exclusive dual avant-première, immersive retail experience, and one of our most ambitious omnichannel campaigns we are bringing the next chapter of BOSS Recognize BOSS to life. We are delighted to give travellers this exclusive first look ahead of the wider retail launch.”
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 gold medal 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. ✈
