Coty and BOSS Fragrances marked BOSS Bottled Beyond’s global roll-out with a spectacular celebration in the heart of New York City on Friday (3 October). The event, held at art and technology museum Mercer Labs, combined cultural milestones, immersive storytelling and celebrity appearances.
The Moodie Davitt Report Brands Director Hannah Tan was on location for the launch party alongside journalists from TRBusiness and Global Travel Retail Magazine.
The event began with a milestone moment as BOSS Fragrances Global Ambassador Maluma became the first artist to perform live from the top of the Empire State Building.
Maluma took to the stage high above the city skyline from the 86th Floor Observatory. The performance, held during Hispanic Heritage Month, carried special resonance for the Colombian star, whose national flag was projected onto the skyscraper in celebration. The BOSS Bottled Beyond flaçon’s silhouette also featured prominently on the skyscraper.
The musical act was livestreamed across BOSS and Empire State Building digital channels and broadcast live at Mercer Labs. Later in the evening, Maluma entertained party guests with a second live performance.
Coty brought the BOSS Bottled Beyond universe to life through a series of immersive, multi-sensory experiences. A 4D sensorial room surrounded guests with the sounds of leather stretching and ginger crystals, complete with B-shaped beds and fragrance diffusion.
A gamified discovery room challenged guests to find the perfect balance of ingredients to replicate the fragrance, while a Snapchat Glasses space added a playful element.
Cocktails created around key scent notes such as ginger, vetiver and leather were served from a circular leather and metal cocktail bar inspired by the fragrance bottle’s design, while live DJ sets entertained guests through the evening.
The creative trio behind BOSS Bottled Beyond – Daphné Bugey, Frank Voelkl and Bruno Jovanovic – were in attendance and shared insights into the craftsmanship and inspiration that shaped the new scent.
Special appearances from the fragrance’s Global Ambassadors, Hollywood actor Bradley Cooper and Maluma, further elevated the celebrations, while Real Madrid and Brazil footballer Vinícius Júnior appeared via video message as he was unable to attend the event.
Mercer Labs opened the BOSS Bottled Beyond experience to the public over the weekend (4-5 October). Visitors were invited to explore the immersive pop-up, purchase the fragrance on-site and discover surprise sampling installations across the city.
The New York celebration followed BOSS Bottled Beyond’s travel retail pre-launch in select airports across Europe, Middle East and Asia Pacific (1 July), followed by the Americas (1 August).
The pop-ups were supported by a high-impact 360-degree omnichannel campaign under the banner ‘BOSS Recognize BOSS’.
Frankfurt, Sydney, Istanbul and Barcelona airports hosted immersive cross-category activations that united BOSS fragrances with the broader Hugo Boss brand universe.
The campaign was further amplified in London, where a collaboration with Safilo Group – producer of BOSS eyewear – delivered a fully integrated brand showcase spanning fragrance, fashion and eyewear.
Throughout August, in partnership with Avolta and Duty Free Americas, Coty brought the BOSS Bottled Beyond experience to key airports in the Americas, including Buenos Aires, Rio de Janeiro, Mexico City, New York City, Miami and Panama City.
The pop-up campaign was 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.
The pre-launch of BOSS Bottled Beyond underlines Coty CEO Sue Y. Nabi’s ambition to reimagine travel retail as a discovery channel.
In a recent earnings call, Nabi said: “I think what has happened recently – and the shift is happening hand-in-hand between us and our partners in travel retail – is really to make this channel a discovery channel.
“Hence, our decision to make the key innovations of this new fiscal year travel retail exclusives for one-and-a-half months. [For example], you could see the BOSS Bottled Beyond in travel retail. That’s also a great warm-up, if I may say, before the products hit the global distribution outside of travel retail.
“So this is a way to make sure that the consumers who are travelling… are more attracted towards these kinds of exclusivities that make the channel look almost like a niche boutique – with the newness and the things they do not yet find anywhere else. And, of course, with the price incentive.”
BOSS Bottled Beyond
First unveiled in June, 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 presentation 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. ✈
