NEW YORK — Burberry’s iconic plaid is taking on a new hue this fall.
Following the runaway success of the house’s Burberry Brit master brand, a sassy little sister to the women’s version called Burberry Brit Red will be launched in the U.S. in late October.
The scent — created by Givaudan’s Natalie Gracia-Cetto — is a “gourmand Oriental” fragrance, noted Marcella Cacci, senior vice president of global licensing for Burberry. Gracia-Cetto also did the juice for the women’s scent; the men’s version was created by Givaudan’s Antoine Maisondieu.
“Burberry Brit is a playful green Oriental,” said Cacci. “Red is a more sensual scent. Together, the two scents give women options for different moods.”
Brit Red’s juice opens with notes of sparkling green mandarin, rhubarb and gingerbread; middle notes of fresh jasmine and voluptuous red roses, and a drydown of warm vanilla and sandalwood.
The bottle, designed by Fabien Baron, echoes the shape of Brit’s — a glass rectangle with the signature Burberry plaid — although the new edition is tinted a vibrant red. The scent will be available in a 3.3-oz. size, which will retail for $80.
Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics U.S. Inc., whose firm distributes Burberry’s scents in the U.S., noted that Brit Red is expected — as was her older sister before her — to appeal to a very wide range of users. “There are Brit fans in their teens and Brit fans in their 80s, and everyone in between,” he said. “We expect Brit Red to have very wide appeal.”
The one thing that Brit Red won’t have, however, is a wide distribution base. Burberry and Cosmopolitan are keeping its distribution to just 80 doors, with a total worldwide of about 150. In the U.S., it will be available in Saks Fifth Avenue doors and Burberry boutiques. In the U.K., it will be exclusive to Selfridges and Burberry boutiques.
While none of the executives would comment on projected first-year sales, industry sources estimated that Brit Red will do about $1.2 million at retail in the U.S. and a total of about $3.5 million at retail globally. While national advertising is not currently planned, Brit Red will be promoted in co-op advertising. In addition, more than 250,000 samples are expected to be distributed in the first six months.
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