June 13 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Coty Travel Retail kicks off BOSS cross-category activations

By Hibah Noor

Play Together: Coty Travel Retail introduces its BOSS cross-category campaign

Coty Travel Retail has started to roll out a series of BOSS cross-category pop-up activations at key airport locations across Europe and the Americas.

From the beginning of June, the BOSS experiences will offer travelers on a highly interactive, engaging journey celebrating the world of football through a blend of sports, fashion and fragrance. Visitors can immerse themselves in the football-based BOSS Kicker Game, the BOSS Foosball Table, and in select locations, a ‘Play Together’ photobooth. There will be opportunities to take home limited-edition prizes.

The eye-catching pop-ups are set to feature in key airport locations across Europe and the Americas

The pop-ups will highlight BOSS Bottled Triumph Elixir, the latest innovation from BOSS fragrances and a limited-edition scent. This highly concentrated perfume boasts dynamic notes of violet leaf, enriched with the deep, rich essences of vetiver and patchouli, perfectly capturing the adrenaline and passion of football. To commemorate the launch of the fragrance, BOSS has teamed up with three acclaimed football players – Kai Havertz, Eduardo Camavinga, and Phil Foden – for the fragrance campaign, which carries the slogan ‘Held in Triumph’, celebrating the power of unity and teamwork to reach victory. At select locations, travelers will have the opportunity to win exclusive Boss Footballs autographed by one of the three players, as a gift with purchase.

BOSS eyewear by Safilo is featured in the interactive pop-ups in Europe

In European travel retail, the pop-ups are an innovative cross-category collaboration between BOSS fragrances, the HUGO BOSS fashion house and Safilo, which produces the BOSS eyewear line, creating a highly immersive travel retail experience. Over the summer period, the BOSS cross-category concept will be available at Larnaca International Airport in Cyprus, Frankfurt, Hamburg and Berlin Brandenburg airports in Germany, as well as London Stansted Airport in the UK.

In the Americas, travelers can discover the world of BOSS fragrances through a series of retailtainment activations across key airport locations, including in Rio de Janeiro, Galeao International Airport in Brazil; in Ezeiza International Airport, and Aeroparque Internacional Jorge Newbery in Argentina, in Aeropuerto Internacional Benito Juárez in Mexico and Jorge Chavez International airport in Peru.

Guilhem Souche, SVP, Global Travel Retail, said, “The launch of the BOSS cross-category pop-up experiences is emblematic of our passion to engage consumers in dynamic and unexpected ways. By leveraging the global appeal of football, we are able to create memorable experiences that connect with travelers on a deeper emotional level, introducing them to the world of BOSS fragrances in a manner that is interactive, engaging, and impactful.”

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