This fall, Burberry will introduce a male follow-up to its Burberry London women’s scent that was launched earlier this year with its beauty license holder Inter Parfums SA.
Like its female counterpart, Burberry London for Men is linked to the brand’s apparel collection of the same name. To create a crossover between the worlds of scent and style, the new fragrance’s bottle, like the women’s version, is wrapped in a swatch of fabric in Burberry’s signature check and features a Burberry London clothing label on its outer packaging.
“It’s the merging of fashion and fragrance to create a mini-Burberry accessory,” said J.D Ostrow, marketing director for Burberry Fragrances, at the scent’s London launch.
Painting the world plaid has been paying dividends for the brand’s fragrance business. Industry sources estimate it will grow by double digits in 2006 to generate $560 million at retail.
“The entire franchise is on fire,” said Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige Products Inc., a U.S. division of Procter & Gamble, which distributes Burberry and Inter Parfums fragrances.
Industry sources forecast Burberry London for Men will contribute $60 million at retail to the Burberry license in the four months following its launch. In the U.S. alone it is expected to generate $25 million to $30 million during its first year on counter, according to those sources.
“I think it will overtake Brit,” said Munafo.
Like the successful Brit franchise, which first bowed in 2003, the Burberry London duo celebrates the 150-year-old brand’s heritage, which is indelibly connected to London.
“When one thinks of London, one thinks of Jermyn Street and Savile Row and its wonderful history of sartorial excellence,” said Ostrow.
That concept is underscored by the new scent’s fabric-clad flacon, which was designed by Fabien Baron under the creative direction of Burberry designer Christopher Bailey.
Advertising for the new scent also continues a theme kicked off with the women’s Burberry London launch. Like the earlier scent’s ads, the new one is a collage of black-and-white pictures featuring Rachel Weisz and Ioan Gruffudd shot both as a couple and alone against London backdrops. Gruffudd, a Welsh actor who has had feature parts in movies such as “Fantastic Four,” “Black Hawk Down” and “King Arthur,” has a more prominent role in the men’s campaign, which will break as single and double pages in September and October magazines.
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