INTERNATIONAL. Coty has launched a dynamic cross-category Boss Bottled Triumph Elixir pop-up campaign in European and Americas travel retail.
The animations, which debuted on 1 June, celebrate the spirit of football and offer highly interactive shopping experiences featuring retailtainment elements as well as exclusive fragrance, eyewear and fashion gifts.
These range from the Boss Bottled Triumph Elixir fragrance to limited-edition cross-category bundle sets, Boss sunglasses and Boss Parfums luggage tags.
As reported, the Boss Bottled Triumph Elixir pop-up made its global travel retail debut at Singapore Changi Airport in May.
Featuring state-of-the-art finishings and illuminated branding, Coty said the pop-ups create environments that mirror Boss’s commitment to precision and excellence, immersing visitors in an “experience where fashion, fragrance and the spirit of collaboration converge”.
The pop-up stores are home to a variety of retailtainment activations. These include a Play Together photobooth area for the Boss Bottled Triumph Elixir fragrance, featuring a fragrance dry diffusing unit, a touchscreen trial experience and a bottle-engraving service.
Gamification is another a core element. Visitors to the space can immerse themselves in the Boss Kicker Game, a score-based soccer simulator exercise with an opportunity to win prizes. They can also play at the Boss Foosball Table.
Coty has partnered with Safilo, which produces the Boss eyewear line, to create immersive cross-category experiences in European travel retail. The concepts are taking place throughout the summer at Larnaca International Airport in Cyprus; Frankfurt, Hamburg and Berlin Brandenburg airports in Germany; and London Stansted Airport in the UK.
In the Americas, Coty is running a series of Boss activations at key airport locations, including in Rio de Janeiro Galeao International Airport in Brazil; Ezeiza International Airport and Aeroparque Internacional Jorge Newbery in Argentina; Aeropuerto Internacional Benito Juárez in Mexico; and Jorge Chavez International airport in Peru.
Coty Senior Vice President Global Travel Retail Guilhem Souche commented: “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 travellers on a deeper emotional level, introducing them to the world of Boss fragrances in a manner that is interactive, engaging and impactful.”
Held in Triumph
Boss Bottled Triumph Elixir is the latest addition to the Boss Fragrances collection.
The scent, a high-intensity fragrance inspired by football, was created by Master Perfumer Annick Menardo in collaboration with Perfumer Suzy Le Helley. Menardo was the creator of the original Boss Bottled scent, which celebrated its 25th anniversary in 2023.
Blending intensity with freshness, Boss Bottled Triumph Elixir is an ambery-green scent that opens with violet leaf top notes, followed by a woody heart of Vetiver essence and an earthy patchouli base.
It is housed in a glossy, vivid dark-blue bottle that reflects the fragrance’s play between freshness and intensity. It has a ceramic finish with an icy-gold cap.
The Boss Bottled Triumph Elixir fragrance campaign features three acclaimed football players, Eduardo Camavinga, Phil Foden and Kai Havertz. It includes the slogan ‘Held in Triumph’ and is a testament to the power of unity and teamwork to reach victory. ✈
