PARIS — Burberry Body, the women’s fragrance due out worldwide on Sept. 1, is positioned to be an iconic scent.
Its sampling campaign will begin today exclusively for Burberry Facebook fans. The Burberry fragrance brand, whose license is held by Inter Parfums, last year generated sales of just under 200 million euros, or $286 million at average exchange. It includes about 10 scent franchises, many of which are successful in various parts of the world. What’s missing in the portfolio, according to Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, the French subsidiary of Inter Parfums Inc., is a single fragrance that’s a leader globally.
“It is a new step in the brand,” he said. The scent’s floral woody amber juice, made with Robertet perfumer Michel Almairac, was inspired by Britain. There are notes of green absinthe, peach and freesia in Burberry Body’s head; a floral bouquet of rose and iris notes mixed with sandalwood in its heart, and notes of cashmere wood, vanilla, amber and musk in its base. Alongside sampling, Burberry’s Facebook page, at facebook.com/burberry, is to carry exclusive content that will be continuously updated. With more than 7.6 million Facebook fans, Burberry boasts the largest Facebook following of any luxury fashion brand.
Burberry Body’s bottle design, conceived by Christopher Bailey, Burberry chief creative officer, and including the fashion brand’s signature tartan, took a cue from a faceted jewel. As reported, model and actress Rosie Huntington-Whiteley stars in Burberry Body’s ads wearing the brand’s rose-gold-colored satin trenchcoat. The campaign, which will feature other faces in the future, was directed by Bailey and photographed by Mario Testino. Company executives would not discuss sales projections, but industry sources estimate Burberry Body will generate first-year wholesale revenues worldwide of 80 million euros, or $114.4 million. The Burberry Body line will include an eau de parfum spray, which is to come in 85-, 60- and 35-ml. bottles priced at 90, 70 and 55 euros, or $128.70, $100.10 and $78.65, respectively. The edp intense version will be available in 85- and 60-ml. bottles for 110 and 80 euros, or $157.30 and $114.40. There is also to be a body milk and a body oil. Prices are for France.