Burberry’s Shifted More Attention on Beauty

My Burberry Fragrance features Cara Delevigne and Kate Moss.
My Burberry Fragrance features Cara Delevigne and Kate Moss.

 

Burberry has an arsenal of fragrances under their belt from Burberry Brit to Burberry Beat and generally are well-received. Today, the brand follows up with arguably its biggest beauty launch to date by launching a women’s perfume, My Burberry.

Developed by chief executive and chief creative officer Christopher Bailey in collaboration with the famous perfumer Francis Kurkdjian, the scent is inspired by “a London garden after the rain” and named after the “affectionate way in which people refer to their Burberry trench coat,” according to the company.

The campaign, shot by Mario Testino, fronted by two quintessentially British models, the iconic Kate Moss and the new kid on the block, Cara Delevigne.  The video soundtrack is provided by British musicians Jeff Beck and Joss Stone’s rendition of “I Put a Spell on You”.

Burberry, known for being one of the few technologically savvy fashion companies, brings a digital customisation that put the fragrance campaign heads and shoulders above the rest.

My Burberry comes hand-wrapped in a ribbon made of the same gabardine used in the company’s trench coats, which consumers will be able to customise with their initials. And as part of the launch, in London’s Piccadilly Circus and Covent Garden, as well as New York’s Meatpacking District, fans with smartphones will be able to visit MyBurberry.com and submit their initials to see them writ large on a My Burberry bottle displayed on mega-sized digital billboards.

Burberry announced that it would end its 20-year-old beauty license with Interparfums and bring its beauty business in-house in October 2012. It took full control of the category in April 2013.

“Our vision is to be a top ten player in luxury fragrance,” said Smith. “The beauty industry is a £60 billion (about $100 million) business globally and we were under-penetrated.”

See the video below:

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