By Pete Born
with contributions from Ellen Thomas
 on July 12, 2017
The Mr. Burberry fragrance.

The Smell Test: Burberry Mr. Burberry

Score: 4.7 out of 10

Most of the judges found this scent to be fresh and clean with good construction and quite suitable for the commercial market. However, they found the creativity limited and innovation lacking.

 

“Smooth, clean, fresh, potent. It’s everything a good fougère should be…but no more.”

Artistic score: 5

Innovation score :4

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“A fresh, icy, spicy, clean, classic fougère structure with a very cedar woody dry base notes…well done but not surprising. Ideal for a prestige [or] masstige brand, and for the U.S. market, but not innovative, sorry. So common.”

Artistic score: 6

Innovation score: 5

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“I find the background to be a bit cheap and overly invasive. This is not a bad fragrance. However, it smells like so many other men’s fragrances, I cannot give it a great grade.”

Artistic: 4

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Innovation: 4

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“Vulgar, cheap and loud. Like being stuck in a lift with two guys who believe deodorant ads.”

Artistic: 2

Innovation: 1

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“Classic eau fraîche quickly evolves into a modern, elegant woody structure with touches of fresh spices. The result is a scent that has gravitas and commercial appeal that could add up to an ‘instant classic’ for today’s global men’s fragrance market.”

Artistic: 8

Innovation: 3

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“At first a hairspray version of Polo Sport, then a combo of muguet, tar and artificial moss, à la Axe, ending on a subtle French rosy-moss effect.”

Artistic: 5

Innovation: 4

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“As soon as you spray the fragrance, a very fresh, clean smell wakes you up! Main notes are lavender and fern. Quite masculine. Agreeable departure. The fern is very, very present. After a while there is clearly a lack of facets. The construction is unfortunately too much concentrated around the fern, which at the end does not smell rich and sophisticated. Not very creative, something you smell frequently in men’s perfumery.”

Artistic: 4

Innovation: 5

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“A clever idea that smells bright and bracing and retains its freshness, even many hours later. But it’s missing a link between all the elements to make for a memorable story.”

Artistic: 6

Innovation: 5

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“Good construction from top to bottom with decent lasting power but traditional architecture. Very masculine scent, but brings no new or original signature to the market.”

Innovation: 7

Artistic: 6

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