BOSS Bottled Beyond’s activation Mexico introduced immersive retail, digital and media activations.

Coty has extended the avant-première launch of BOSS Bottled Beyond For Her and BOSS Bottled Beyond Eau de Toilette Intense to travel retail locations across the Americas.

The launch, which began on 1 August, gives travellers early access to the two fragrances and follows activations introduced across Europe and Asia Pacific in July.

BOSS Bottled Beyond For Her marks the franchise’s first fragrance for women, while BOSS Bottled Beyond Eau de Toilette Intense introduces a new men’s expression. Coty is supporting the launches with a series of immersive retail, digital and media activations across the region.

Among the experiences is the BOSS Recognition Wall, where travellers can recognise someone who has inspired them by choosing or creating a personalised message and placing it inside a BOSS luggage tag to give to them.

Other activations include ingredient discovery experiences, a photobooth and photo wall, and a hologram showcasing the BOSS Bottled Beyond For Her bottle. A digital game centred on the fragrances’ key ingredients is available through Snapchat and has also been adapted into a travel retail web version at selected locations.

In the US, Coty is supporting the campaign with Connected TV activity across airports and dedicated out-of-home advertising at New York JFK. Personalised newsletters, app visibility, push notifications, branded digital experiences and member engagement are also being deployed across selected airports. Retailer-specific media includes branded website experiences, CRM communications, social media activity and sponsored product placements. The campaign will also work with a network of travel retail content creators across Latin American markets including Mexico, Brazil and Argentina.

Various activations included ingredient discovery experiences, a photobooth and photo wall, and a hologram showcasing the BOSS Bottled Beyond For Her bottle.

“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.”

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

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