The exclusive avant-première launch of BOSS Bottled Beyond For Her and BOSS Bottled Beyond Eau de Toilette Intense has reached airports across the Americas.
Since August 1, 2026, travellers have received exclusive early access to the next chapter of the iconic BOSS Bottled franchise. Key activations are planned across key locations in The Americas; travellers will encounter a range of immersive retail experiences designed to bring the world of BOSS Bottled Beyond to life, including:
Travellers will have the opportunity to recognize someone who has inspired them along the way through the BOSS Recognition Wall experience. They can select a pre-written recognition message or create their own personalized message, place it inside a BOSS luggage tag, and take it with them to gift to someone who has made a meaningful impact on their journey.
Ingredient discovery experiences, photobooth, photo wall, and a hologram showcasing the BOSS Bottled Beyond for Her bottle.
A digital game featuring the fragrances’ key ingredients, available via Snapchat and adapted into a Travel Retail web version at select locations
A Connected TV activation across U.S. airports, along with a dedicated OOH activation at New York JFK Personalized newsletters, app visibility, push notifications, branded digital experiences and exclusive member engagement across various key airports.
Tailored retailer media, including branded website experiences, CRM communications, social media activations and sponsored product placements.
The campaign will be further amplified through a dedicated network of travel retail creators across key LATAM markets such as Mexico, Brazil, and Argentina.
“This dual avant-première marks an important moment for BOSS Bottled Beyond as we introduce the franchise’s first fragrance for women alongside a bold new expression for men,” said Mette Engell, Senior Vice President, Global Travel Retail, Coty. “Our integrated media, retail and loyalty activations bring BOSS Recognize BOSS to life throughout the traveler journey. Offering travellers this exclusive first look, is exactly what makes travel retail such a powerful stage for our brands.”
The Americas launch builds upon the successful activations in Europe and Asia Pacific, introduced earlier in July 2026.
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.
