THE WHAT? Coty has opened its largest digital flagship to date in Southeast Asia for its Hugo Boss Fragrances brand in partnership with Lazada.

THE DETAILS The official Hugo Boss Fragrances LazMall Flagship Store will be hosted on Lazada’s personalized in-app portal, LazMall Prestige and entice shoppers in Singapore, Malaysia and Thailand with bold, contemporary digital content, including a chance to discover Boss’ new ambassadors – Jacob Elordi, star of HBO’s “Euphoria” and actor and model, Laura Harrier – faces of the for Her and Him scents of the Boss The Scent Le Parfum campaign.

THE WHY? Kristina Strunz, Vice President Sales, Coty Southeast Asia, commented, “Building on the success of the debut of the official Chloé Fragrances LazMall Flagship Store, at Coty, we are accelerating the expansion of our digital footprint across Southeast Asia to drive growth with our exclusive key e-commerce partner, Lazada. The modern BOSS man and woman seek contemporary perfumes to reflect their powerful personalities, and we are committed to inspiring consumers with premium fragrances, through premium experiences, in collaboration with our premium retail partners. We look forward to inspiring shoppers with the new BOSS campaign in Southeast Asia.”