To celebrate the debut of their newest fragrance, BOSS Bottled Beyond, Coty Prestige (parent company for BOSS Fragrances) tapped The Brand Agency to handle all PR, talent, and influencer procurement for their New York City launch event. The celebration opened with Maluma making history as the first in-person concert atop the Empire State Building before heading downtown to Mercer Labs to fête the occasion with campaign co-star Bradley Cooper.

The Brand Agency handled all press, talent, and influencer (paid and organic) invites to BOSS’ 500-person event in Manhattan. On the talent and influencer side, we curated the guest list with brand-target names, negotiated contracts, facilitated dressings with the fashion house, and saw posting deliverables through to completion. Notable attendees included Hunter Woodhall, Noah Beck, Tyler James Williams, Gavin Leatherwood, and more. Our efforts resulted in over 88.2 million impressions across social media.

During the event, our team managed media interviews and handled all press photography and videography. These assets were used to pitch media immediately following the event and ultimately secured BOSS Bottled Beyond over 7.7 billion media impressions from outlets like COMPLEX, People, The Hollywood Reporter, EXTRA & Access Hollywood (broadcast segments), Variety, and more.