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The new Burberry Brit Rhythm for women |
Burberry has unveiled its first new feminine fragrance since taking its beauty business in-house in April 2013. Brit Rhythm for women – launching globally in February – is a partner for the brand’s Brit Rhythm men’s scent. The ad campaign features British model and actress Suki Waterhouse, alongside British musician George Barnett of These New Puritans.
According to the brand, Brit Rhythm for women combines powerful femininity with a rock and roll edge, bringing together classic and unexpected notes in a new powdery floral fragrance. The juice opens on notes of English lavender, pink peppercorn and neroli, atop a heart of orange flower, orris absolute and blackberry leaves. The base blends vetiver, musk and woods.
The fragrance flacon is made of rectangular glass, with contrasting textures, which reveals the smoky pink fragrance within. The product line-up comprises 30ml, 50ml and 90ml edts, a 150ml body lotion, a 150ml body wash, a 100ml deo spray and a 50ml hair mist.
In line with Burberry’s commitment to incorporate music in the heart of the brand’s activity globally, the Brit Rhythm fragrances aim to build on the anticipation, energy and adrenaline of live music performances and connect physical and digital audiences globally.
Following the opening of the Burberry Beauty Box in December 2013, the latest campaign continues to demonstrate the brand’s unique relationship between the fashion, beauty and digital worlds.
Inspired by the fragrance, a dedicated make-up look has been created by Burberry Make-up Artistic Consultant Wendy Rowe, under the creative direction of Burberry Chief Creative Officer Christopher Bailey. The look is described as assured and irreverent: eyes are smoky and defined; skin is radiant and warmed with a subtle glow.
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The ad campaign features British model and actress Suki Waterhouse |
A capsule of Brit ready-to-wear and accessories, centered around the iconic leather jacket, celebrates the fragrance launch, with additional activity including Brit Rhythm take-overs at leading stores including Sephora, Champs-Elysées Paris and Selfridges, London.
Among the digital elements is a dedicated Brit Rhythm experience on Burberry.com, which allows users to pre-order a scented ‘tattoo’ in the statement shape of the Brit Rhythm bottle, and sign up for the chance to win two VIP passes to a live Burberry event in Shanghai. The experience will be available across multiple platforms including retailer-owned digital sites and online website banners.
In addition, for the first time Burberry fans and followers can live out the Brit Rhythm experience from retail and wholesale stores globally. By entering thisisbrit.com or scanning a QR code on an iPhone or iPad, users will have access to unique Brit Rhythm digital content through an immersive panoramic experience (driven by the device’s built-in gyroscope).
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Users can also capture images in bespoke Brit Rhythm photo booths located at key retailers worldwide, with the opportunity to digitally share and post them across multiple social channels including Facebook and Twitter.
Lastly, so-called Global influencers will collaborate with Burberry to capture #THISISBRIT imagery in the lead-up to and anticipation of live gigs in their local cities. These images will be shared across the brand’s social channels and will also feature on the influencers’ own blogs and social channels.
The Sound and Rhythm Tumblr page will continue to act as the home for Brit Rhythm’s social content including music, editorial and experience-led imagery and video.
