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.
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.
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.”