Italian eyewear maker Safilo has released a Hugo Boss sunglasses model – Boss 1106/F/S – exclusive to travel retail as part of the spring/summer 2019 collection, with major animations now in preparation.

The sunglasses are available in key locations in Asia Pacific; Europe, Middle East and Africa; and North, Central and South America. Safilo has partnered with key retailers in the channel to showcase the model using high-impact campaigns such as the one shown below with Dufry in Zürich Airport. These will run from April to December.

Strike a pose: The campaign for the new Hugo Boss travel retail exclusive is minimalist and striking at Dufry’s Sun Catcher store at Zürich Airport.

The project includes a 360° marketing campaign with a dedicated HPP concept, customised visuals, shelf-talker, digital assets, a GWP offer, as well as OOH (out-of-home) advertising in key airports.

Two brand ambassadors

Safilo and Hugo Boss have partnered with two well-known ambassadors to develop dedicated visuals for the global travel retail exclusive. Internationally-recognised actor Henry Cavill – best know for his film roles as Superman – will front the campaigns in EMEA and NCSA, while Brunei-born singer, actor and model Wu Chun will be the face for the Asian market. These choices are consistent with the wider 2019 Boss Eyewear advertising campaign.

Wu Chun is the face for the new style (shown below) in the Asian market.

Boss 1106/F/S interprets the bestseller caravan shape, and is enriched with a Windsor rim and a clean design to create a fashionable, modern look. Tubular beta titanium temples offer flexibility and a good fit. The style is available in four different colours.

Head of Safilo Global Travel Retail Alessandro Marinelli commented: “This amazing project developed in partnership with the Boss team is a great example of how to create global travel retail exclusivity and deploy it worldwide. (We are) engaging consumers of every region with strong product offerings, a specific advertising campaign and innovative in-store animation.”

Hugo Boss Managing Director Global Licensing Carey Pepper said: “#SharpenYourFocus is our category-specific approach for Boss Eyewear, which includes different facets of the brands core competencies: cutting-edge design, trade support and an engaging campaign brought to life by our high-profile testimonials. The partnership with Safilo is key to this successful campaign and a great example of our close collaboration.”

Super-powered: Henry Cavill is the face of the new Hugo Boss eyewear range coming to travel retail.