A New Vision for Leadership
Unlike earlier campaigns centered around a single face, Boss Bottled Beyond features a trio of voices: Bradley Cooper, Maluma, and Vinicius Junior. Each individual appears within his own creative space, yet their stories unfold together – film, music, and movement as threads in a shared narrative.
Director Karim Huu Do, known for emotionally charged storytelling, shapes the campaign with cinematic restraint. The result is a layered exploration of presence, process, and mutual inspiration.
The Composition: Ginger and Leather
Perfumer Daphné Bugey, working alongside Frank Voelkl and Bruno Jovanovic, introduces a ginger–leather accord as the defining signature of this Eau de Parfum.
- Ginger brings immediate energy with a crisp, aromatic clarity.
- Leather provides a textured depth, blending warmth with restraint.
- Supporting notes include woods and spices, reinforcing the balance between vitality and stillness.
The scent is structured to unfold over time with clarity and intention, offering both presence and subtlety.
The Bottle: A Familiar Form Renewed
The Boss Bottled flacon returns with key updates:
- A thicker glass base adds physical weight to the hand.
- Two fine bands wrap the neck, creating a quiet mark of distinction.
- The silhouette remains true to the original, with refinements that emphasize proportion and material.
This packaging reflects the broader brand evolution underway at Hugo Boss—a movement toward simplicity anchored in quality and detail.
The Campaign Cast
Bradley Cooper
A figure of introspection and direction, Cooper appears behind the camera, shaping his scene with quiet focus. His presence emphasizes craft over performance.
Maluma
Captured in a recording studio, Maluma channels rhythm and lyricism into the moment. The sequence underscores personal connection to creative flow.
Vinicius Junior
On an early pitch, Vinicius trains with others – no spotlight, just movement. His portrayal embodies drive rooted in practice and community.
Together, the three figures express aligned intent across distinct forms. Each contributes to a larger image of personal responsibility and openness to others.
Launch and Global Presence
- Travel Retail: Available from July 1, 2025
- International Markets: Launching on September 1, 2025
The fragrance will be distributed across Europe, the Middle East, North America, and Asia, with a 100ml Eau de Parfum retailing at €132. Internal industry forecasts place projected sales at €250 million for the first year, reflecting wide distribution and brand momentum.
Positioning in the Portfolio
Boss Bottled Beyond expands the core fragrance line with a new voice and structure. The ginger–leather signature stands within a tradition that began with the apple-based original, yet the new profile exists independently – built to reflect current values of identity, purpose, and presence.
This fragrance also signals the brand’s broader movement into the U.S. market, while sustaining strong performance in Germany, the UK, Spain, and travel retail. Coty’s strategy includes both reinforcing loyal communities and opening pathways for new customers.
Boss Bottled Beyond Eau de Parfum is structured as a personal and cultural gesture – an invitation to act with integrity, to create with purpose, and to find leadership not in position but in participation. The scent, the visuals, and the voices work together without hierarchy, forming a cohesive message of clarity and shared direction.
