‘BOSS Recognize BOSS’ campaign debuts across key airports in the Americas, bringing the iconic BOSS Bottled Beyond Eau De Parfum to life through immersive omnichannel experiences.
Coty Travel Retail has unveiled the exclusive launch of BOSS Bottled Beyond Eau De Parfum across major airports in the Americas. The dynamic 360° omnichannel campaign invites travelers across the Americas to explore the latest addition to the iconic BOSS Bottled collection, taking them on an immersive journey into the exciting world of BOSS Bottled Beyond.
Brazil airport
Launching on August 1, this regional campaign marks a pivotal moment in the debut of BOSS Bottled Beyond Eau de Parfum in Travel Retail, brought to life through the powerful presence of global brand ambassadors Bradley Cooper, Maluma, and Vinicius Junior. Representing excellence in film, music, and sport, this trio embodies the spirit of “BOSS Recognize BOSS”— a theme that celebrates brotherhood and how BOSS men get inspired and inspire others through talent, leadership, and authenticity.
Miami airport
Building on this powerful storytelling, Coty Travel Retail has partnered with leading global retailers to deliver the BOSS Bottled Beyond experience across key airports in the Americas, including in Buenos Aires, Argentina; Rio de Janeiro, Brazil; Mexico City, Mexico; New York City and Miami, the United States; and Panama City, Panama.
“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.” said Mette Engell, Senior Vice President, Global Travel Retail at Coty.
“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.” said Diego Artola-Villanueva, VP Travel Retail Americas at Coty.
At the heart of the campaign are three flagship podiums, each designed to introduce travelers to the captivating world of BOSS Bottled Beyond, while showcasing the distinctive spirit of their respective locations:
Ezeiza International Airport, Buenos Aires, Argentina
Argentina airport
Launching September 1st at Ezeiza International Airport, The BOSS Bottled Beyond podium invites travelers to immerse themselves in all aspects of the BOSS Bottled Beyond experience, featuring a premium fragrance bar, a themed photo booth, and a music area to explore the specially curated “Beyond the Beat” playlist. A captivating hologram experience highlights the unique design and elevated codes of the BOSS Bottled Beyond bottle, capturing the essence of sophistication while adding a cutting-edge layer of digital storytelling, exclusive to Ezeiza International Airport.
As a key pillar of the omnichannel strategy, the campaign is further amplified through a tailored Club Avolta digital media activation, designed to engage travelers before, during, and after their journeys. High-impact digital banners, targeted social content, and email newsletters elevate awareness and anticipation, while an exclusive raffle for top-tier members offers the opportunity to win signed bottles of BOSS Bottled Beyond by brand ambassadors Maluma and Vinicius Junior.
New York John F. Kennedy International Airport – Terminal 4, New York, The United States
New York airport
In one of North America’s busiest international terminals, BOSS Bottled Beyond Eau De Parfum makes a commanding appearance with a striking Maluma-themed photobooth and an elevated fragrance bar, encouraging visitors to explore the scent’s ginger-leather inspired notes and the story behind the “BOSS Recognize BOSS” campaign.
Panama Tocumen International Airport – Terminal 1, Panama City, Panama
Panama airport
BOSS Bottled Beyond Eau De Parfum’s debut at Panama Tocumen International Airport features a multi-sensory fragrance discovery experience as well as a Maluma-themed photobooth, offering visitors exclusive access to the fragrance while delivering a multi-faceted, comprehensive expression of the BOSS brand universe.
BOSS Bottled Beyond is the first premium ginger-leather Eau de Parfum where opposites collide in a balanced interplay. It embodies two distinct facets of sensuality: one electrifying and fresh, the other deep and carnal. The innovative CO₂ Extraction technology used to extract this specific ginger adds a novel, long-lasting scent profile to this ingredient. A seamless blend of innovation and performance, this new scent blurs the lines between niche craftsmanship and blockbuster allure. BOSS Bottled Beyond Eau De Parfum is available in 50ml, 100ml, and 150ml formats.
