BOSS Fragrances

Mastering the Multi-format Strategy

BOSS Fragrances wanted to drive awareness of its new fragrance, BOSS Bottled Beyond, and move the product seamlessly from consumer wishlists to consumer carts. In collaboration with Circana, the brand ran a multi-format, full-funnel campaign while assessing which formats drove the most success over the course of seven weeks.

A Full-Funnel Fragrance Campaign

Between September and October 2025, BOSS Fragrances mixed mid-funnel ad formats with Sponsored Snaps, an Augmented Reality Lens, and Snap Star content. 

Using Sponsored Snaps, BOSS Fragrances could send Snaps directly to its target audience within Chat – Snapchat’s most popular tab. By appearing among Snapchatters’ friends, BOSS Fragrances created an authentic connection with UK consumers of all genders aged between 18 and 44. 

The brand also infused its campaign with star power by featuring Bradley Cooper, Maluma and Vinicius Jr in its creative. Speaking directly to camera in the brand’s Snap Ad, the trio landed BOSS Fragrances’s campaign messaging in their respective styles, expertly appealing to a broad range of fans.

Further to this, BOSS Fragrances used an AR Lens to gamify its latest offering and add an extra dimension to its campaign. Snapchatters were encouraged to get involved in the creation of the latest fragrance by successfully ‘slicing’ ingredients and adding it to a ‘blender’ to accrue points.

Seeing Success with Sponsored Snaps

To ensure accurate results, the BOSS Fragrances campaign went live in selected postcodes for each test area in the UK while other selected postcodes were kept dark as a control – and ultimately proved a huge success.

Firstly, Circana’s study proved that Sponsored Snaps drove a measurable uplift in offline sales. Secondly, upon linking Snapchat exposure to in-store sales data, it showed a clear incremental impact on retail performance, and demonstrated that Snapchat is an effective drive-to-store lever for the fragrance. 

More specifically, BOSS Fragrances saw a 9.7% Sales Uplift versus 4.6% without Sponsored Snaps, £2.22 ROI versus £1.59 without Sponsored Snaps and £269K Extr. Incremental Value versus £38K without Sponsored Snaps. In a beauty industry first, it was also established that Sponsored Snaps enable a 40% higher ROI than traditional campaigns ¹. Talk about a BOSS outcome.