To mark the launch of BOSS Bottled Beyond, Coty Travel Retail is delivering one of its most expansive global travel retail activations to date.

Coty Travel Retail is unveiling the avant-première launch of BOSS Bottled Beyond Eau De Parfum, with the new scent available at major international airports from 1 July in Europe, Asia-Pacific and the Middle East, followed by the Americas on 1 August.

The airport-first roll-out means travellers can enjoy exclusive access to the EDP ahead of the global retail launch on 1 September, 2025.

Anchored by the ‘BOSS Recognize BOSS’ theme, the launch features a global campaign starring A-listers Bradley Cooper, Maluma and Vinicius Junior, as the new global ambassadors of BOSS Bottled Beyond.

Recognised as talents at the top of their game in their respective industries of film, music and sport, the protagonists are said to ‘capture the essence of brotherhood’ in the new fragrance campaign, which explores how BOSS men are inspired and how they 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 will unite the brand’s fragrance, fashion, and eyewear in a fully integrated expression of the brand.

A-listers Bradley Cooper, Maluma and Vinicius Junior are the new global ambassadors of BOSS Bottled Beyond.

“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,” said 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 recognises, uplifts, and inspires greatness in others.”

BOSS Bottled Beyond EDP is available at major international airports from 1 July in Europe and Asia-Pacific, followed by the Americas on 1 August. Pictured here is the activation at Amsterdam Airport Schiphol.

The scent itself is a premium ginger-leather EDP that utilises CO₂ extraction technology to create a long-lasting scent profile for this ingredient.

The bottle shape takes the form of a more premium, striking design.

The black lacquered glass has an elegant leather-touch trim and a gunmetal-gray cap, with the black to smoky grey gradient bringing a masculine aesthetic.

Coty describes the scent as embodying two distinct facets of sensuality: ‘one electrifying and fresh, the other deep and carnal’. Pictured here is the actuation at Amsterdam Airport Schiphol.

For the launch, Frankfurt, Sydney, Istanbul and Barcelona airports, among others, will host immersive cross-category experiences that bring together BOSS fragrances and the Hugo Boss fashion house.

The airports in London will feature an extended collaboration that includes Safilo Group, producer of the BOSS eyewear line.

Activations bring brought to life include a multi-sensory fragrance bar with a Mixology table where travellers can explore the scent’s ingredients and campaign.

A bespoke Snapchat lens that 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 – effectively merging play and product discovery.

An engraved Double B monogram on the bottle speaks to the fragrance’s duality while adding a modern statement. Pictured here is the activation at Istanbul Airport. 

There’s also Maluma’s dedicated photobooth offering an immersive, stage-like setup inspired by his performances, giving visitors the opportunity to listen to his music through headsets, take selfies and explore the ‘Beyond the Beat’ playlist.

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

Supporting the launchis a 360-degree digital campaign, launched in close collaboration with Coty’s retail partners, which has been designed to maximise visibility across travel retail through targeted CRM activations, digital media across Meta and TikTok and digital acquisition. This is in addition to influencer partnerships tailored to key demographics.

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

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