LONDON — Burberry is bulking up its flankers as it seeks to continue to drive growth in its all-important beauty business.
The fashion house is adding two flanker fragrances to the Brit Rhythm family. The men’s fragrance is called Burberry Brit Rhythm — Eau de Toilette Intense for Men, while the women’s is Burberry Brit Rhythm — Floral Eau de Toilette for Women.
The fragrances — which, like the rest of the Brit Rhythm family, take their cues from “the energy and anticipation of live music,” Burberry said — launch today at Burberry stores globally and will hit U.S. department stores and Sephora beginning in March.
The men’s Eau de Toilette Intense is an “intensified” version of Brit Rhythm for Men, Burberry said. Its top notes are artemisia, cumin seed and pepper oil; the heart amber, leather and patchouli with a drydown of rich cashmeran, guaiac wood and tonka bean blend.
The women’s Floral Eau de Toilette has top notes of orchard fruit, Sicilian lemon and orange; its heart, Egyptian jasmine, lotus blossom and dewy lilac, and its drydown amber woods, driftwood and musk.
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Both fragrances will be sold as 50-ml. and 90-ml. eau de toilettes, in the rectangular Brit Rhythm bottle. The men’s fragrance comes in a smoked glass bottle with a silver inner lacquering, while the women’s is in a soft pink flacon with pink juice. Prices start at $25 for a Floral Eau de Toilette 7.5-ml. roll-on fragrance and rise to $90 for the Floral Eau de Toilette in a 90-ml. bottle.
Musician George Barnett and model and actress Suki Waterhouse — the original faces of Burberry Brit Rhythm for Men and Burberry Brit Rhythm for Women, respectively — are both fronting the campaign for the two fragrances. In the ads, Waterhouse and Barnett pose in Burberry Brit leather jackets, in black-and-white images shot to evoke “the intense connection, energy and adrenaline after a live music performance,” Burberry said. The campaign was shot in London under the creative direction of Christopher Bailey, chief creative and chief executive officer of Burberry. Alongside print ads, the campaign will launch today on digital channels including Facebook, Twitter, YouTube, Youku and Instagram, and on burberry.com.
Burberry launched Brit Rhythm for Men in September 2013, and followed it up with Brit Rhythm for Women, which launched in January 2014.