Coty TR announces global avant-première launch of BOSS Bottled Beyond Eau De Parfum

Coty Travel Retail is excited to unveil the avant-première launch of BOSS Bottled Beyond Eau De Parfum, available across major international airports beginning July 1, 2025, in Europe and Asia Pacific, followed by the Americas on August 1. Travelers will enjoy exclusive access ahead of the global retail launch on September 1, 2025.

Anchored by the theme “BOSS Recognize BOSS,” the launch features a global campaign starring three exceptional A-listers – Bradley Cooper, Vinicius Junior, and Maluma – as the new global ambassadors of BOSS Bottled Beyond. These inspiring talents – each at the top of their game in their respective industries of film, sport, and music – capture the essence of brotherhood in the new fragrance campaign, which explores how BOSS men get inspired and inspire others.

To celebrate the launch, Coty Travel Retail is delivering one of its most expansive global travel retail activations to date, with immersive fragrance bars, digital airport takeovers, and cross-category experiences. These activations unite BOSS fragrance, fashion, and eyewear in a fully integrated expression of the brand.

“We are thrilled to introduce BOSS Bottled Beyond Eau De Parfum, the latest addition to the iconic BOSS Bottled collection, exclusively in global Travel Retail, accompanied by a variety of high-impact in-store installations, dynamic digital storytelling, and immersive, cross-category retail experiences.” says Mette Engell, Senior Vice President, Global Travel Retail at Coty.

“With Bradley Cooper, Vinicius Jr., and Maluma leading the ‘BOSS Recognize BOSS’ campaign, we invite customers to explore what it truly means to be a BOSS man: someone who constantly recognizes, uplifts, and inspires greatness in others.”

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 stands out with new, elevated codes, reinventing the iconic bottle shape in a more premium, striking design. The black lacquered glass bottle boasts an elegant leather-touch trim and a gunmetal-gray cap. A radiant gradient, moving from black to smoky gray, completes its masculine aesthetic. An engraved Double B monogram cements the fragrance’s duality and adds a modern statement.

To commemorate this launch, Frankfurt, Sydney, Istanbul and Barcelona, among others, will host immersive cross-category experiences that bring together BOSS fragrances and the HUGO BOSS fashion house, while the airports in London will feature an extended collaboration that includes Safilo Group, producer of the BOSS eyewear line, delivering a fully integrated expression of the brand universe.

Activations will include:

• A multi-sensory fragrance bar with a mixology table where travelers can explore the scent’s ingredients and campaign

• A bespoke Snapchat lens engages users with a Fruit Ninja-inspired game, inviting them to “slice” key fragrance ingredients before shaking a digital shaker to reveal the BOSS Bottled Beyond bottle, merging play and product discovery

• Maluma’s dedicated photobooth offering an immersive, stage-like setup inspired by his performances. Visitors can listen to his music through headsets, take selfies, and explore the curated “Beyond the Beat” playlist

• Signed bottles to be won from Vinicius Jr. and Maluma will be available at select airports

A 360° digital campaign, launched in close collaboration with Coty’s retail partners, will also support the launch – maximizing visibility across travel retail through targeted CRM activations, digital media across Meta and TikTok, and digital acquisition, as well as influencer partnerships tailored to key demographics.

BOSS Bottled Beyond Eau De Parfum is available in 50ml, 100ml, 150ml and 200ml formats.