LONDON — Burberry has unearthed a glittering prize for its most faithful fragrance fans.
In the fall, the company will launch Burberry Brit Gold, a limited-edition fragrance that will roll out to the brand's top customers internationally for the holiday season.
Meanwhile, Burberry is working on a new masterbrand to be launched next year. Marcella Cacci, president of Burberry Fragrances, a division of Inter Parfums SA, told WWD in an exclusive interview her team was currently hammering out the details.
Burberry Brit Gold, an "ambery Oriental," is aimed at Burberry Brit fans in search of a glamorous scent for evening. It flanks Burberry Brit, a fresh, green Oriental and Burberry Brit Red, a more sensual "gourmand Oriental."
"It's a very special, very focused product," said Cacci during an interview at Burberry's sleek and polished offices near Piccadilly Circus here. "It's still an Oriental fragrance, so it makes sense within the Brit family. But it offers the customer a different option for a different mood — and it's more of a night scent."
Gold will come in two sizes — a 50-ml. and 100-ml. eau de parfum — priced at $58 and $78, respectively. The rectangular bottle, designed by Fabien Baron, is similar to the other Brit containers, but looks as if it's been dipped in liquid, metallic gold.
The color, Cacci noted, echoes both the runway trends for the fall and, of course, the holiday mood.
In the U.S., Gold will launch exclusively at Saks Fifth Avenue and Burberry retail stores in late September. A month later, it will be rolled out to Burberry's best customers, or about 10,000 doors worldwide. In the U.S., it will also sell at Neiman Marcus, Nordstrom, Bergdorf Goodman and Bloomingdale's.
While Cacci declined to give sales projections, industry sources say Gold will generate $15 million at retail internationally. The U.S. is expected to generate a total of $4 million at retail.
Cacci said the company was spending $1 million on promoting Gold — mostly in-store, point-of-sale and co-op advertising — over the three-month period.
Burberry Brit has been a powerhouse brand for Inter Parfums, and is expected to generate a total of $245 million at retail by the end of this year, according to industry sources. The brand currently accounts for 45 percent of all Burberry fragrance sales."The Brit franchise continues to surpass our expectations, and we are certain that Brit Gold will continue to build the momentum," said Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics U.S. Inc., whose firm distributes Burberry's scents in the U.S.
Earlier this year, Burberry Brit Red scooped the Fifi Award for Best Women's Fragrance in the Nouveau Niche category (USA), and Burberry Brit for men won Best Men's Fragrance of the Year in the Luxe category (USA and UK). Sources estimate that sales this year of all the Burberry men's and women's fragrances will reach $550 million at retail — a 20 percent rise over 2004.
Last fall, Inter Parfums extended its licensing agreement with Burberry for another 12 years, boosted royalty payments and created the new operational division called Burberry Fragrances. Burberry Brit Gold is the first fragrance to be launched under the new division, which is based in Paris.
Gold, created by Givaudan's Antoine Lie, opens with feminine, floral notes of magnolia and neroli, mixed with black currant and ultrafresh bergamot. The heart is drawn from pink iris, amber and vanilla — the common denominator in all the Burberry Brit fragrances. The drydown is a blend of sexy musks and sandalwood.
And while Gold may round out the Burberry Brit offer, it certainly won't be the last flanker. "It's a strong franchise and we have other projects planned. There are a lot of future opportunities," Cacci said.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews