The brand, which launched the phenomenally successful Burberry Brit fragrance in 2003, will introduce Burberry London, a women's scent, starting next month with its licensee, Inter Parfums SA.
The new fragrance, which features a bottle swathed in Burberry's signature plaid fabric, will be fronted by Rachel Weisz, who earlier this month picked up a best supporting actress Golden Globe award for her role in "The Constant Gardener."
Burberry London is the first new fragrance franchise to be created under Inter Parfums' Burberry Fragrances division, which was formed last year and is headed by Marcella Cacci.
"When we started to work on the concept, we wanted to embody the city of London and celebrate the city of London," said Cacci at the scent's preview, held on a fittingly gray and rainy morning in the British capital.
If the scent's ode to London is as successful as Brit, which embodied the spirit of renewal at the storied fashion house, the brand could be on to another winner.
"I think we can repeat the performance [of Burberry Brit]," said Philippe Benacin, president of Paris-based Inter Parfums SA.
According to industry sources, that could see the new scent generating retail sales in the region of $100 million in its first year.
Burberry's fragrance business overall has been on a skyward trajectory in recent years, clocking up retail sales of about 400 million euros, or $491 million at current exchange, in 2005. Benacin forecast that figure could rise to between 600 million euros, or $737 million, and 650 million euros, or $798 million, by 2008.
Boosting that growth will be the new fragrance, which is due to be joined by a male counterpart in the fall as the second half of a master brand. Both the women's and men's together could generate $140 million at retail, according to estimates, meaning that the new London master brand could account for 27 percent of Burberry's fragrance business.
Cacci noted that the new arrival was created to mirror the brand's Burberry London apparel line, a more youthful and commercial collection. Unlike Prorsum, the line is not shown on the Milan runways.
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