An exclusive avant-première launch of BOSS Bottled Beyond for Her and BOSS Bottled Beyond Eau de Toilette Intense, is underway at major airports giving travellers exclusive early access to the next chapter of the iconic BOSS Bottled franchise.

Beginning July 1, the avant-première launched with full distribution across Europe and Asia Pacific and will be followed by an August launch in the Americas.

Marking the first expansion of the franchise into women’s fragrance, the dual launch introduces BOSS Bottled Beyond for Her ahead of its wider European retail debut from September 1, 2026, and its US retail launch in February 2027. In addition, BOSS Bottled Beyond Eau de Toilette Intense brings a new expression to the men’s collection.

BOSS Bottled Beyond for Her introduces a new feminine interpretation of the BOSS Bottled universe. Pairing a luminous pink peony blend with the rich, ambery warmth of maple syrup, the fragrance reflects the duality at the heart of the BOSS Bottled Beyond collection. It brings the “BOSS Recognize BOSS” philosophy into its first chapter for women, celebrating women who reach higher while elevating those around them. Housed in a bottle reimagined around the Double B monogram, its sculptural pink form is deepened by black and brightened by gold.

The campaign introduces three new faces to the BOSS Bottled Beyond family: Oscar-winning actress and producer Jessica Chastain, multi-platinum singer-songwriter Becky G, and Olympic long jump gold medalist Tara Davis-Woodhall, who join the existing BOSS Bottled Beyond ambassadors, acclaimed actor and director Bradley Cooper, star musician Maluma, and soccer champion Vinícius Júnior.

Launching simultaneously, BOSS Bottled Beyond Eau de Toilette Intense introduces the brand’s first floral-leather fragrance for men, pairing a maximalist orange blossom absolute with a textured, warm leather blend for long-lasting intensity to create a bold new interpretation of the original collection. The fragrance is presented in a semi-transparent, metallic-finish bottle with a silver-toned cap and a double leather-like trim engraved with the signature Double B monogram.

“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,” said Mette Engell, Senior Vice President, Coty Global Travel Retail. 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 travelers this exclusive first look ahead of the wider retail launch.”

Travellers will encounter a range of immersive retail experiences designed to bring the world of BOSS Bottled Beyond to life, including:

  • Ingredient discovery experiences, a photobooth, a photowall and a hologram showcasing the BOSS Bottled Beyond for Her bottle.
  • Locally tailored gifts and engagement experiences, including BOSS Bottled Beyond for Her bracelets, popcorn, cookies and a Scratch & Win activation, offering a chance to win a BOSS look with a Hugo Boss bag and bracelet upon purchase, available via scratch cards or retailer CRM apps at selected airports across Asia Pacific and Europe.
  • A match-three-style digital game featuring the fragrances’ key ingredients, available via Snapchat and adapted into a Travel Retail web version at select international locations.

To engage travellers before, during and after their journey, a comprehensive omnichannel campaign will combine premium airport out-of-home (OOH) media across all major international hubs with extensive digital activations spanning retailer websites, social media channels, and loyalty programs. As part of the digital campaign, BOSS consumers will have the opportunity to register and collect a special fragrance sample before departure. An influencer marketing campaign focused on BOSS Bottled Beyond for Her will further amplify the launch through a network of creators and fragrance experts, giving audiences an exclusive first look at the fragrance on Instagram and TikTok under #BOSSRecognizeBOSS and #BOSSBottledBeyondForHer.

BOSS Bottled Beyond for Her is available in 50ml and 100ml formats. BOSS Bottled Beyond Eau de Toilette Intense is available in 50ml, 100ml and 150ml formats.