Coty’s Burberry Her could crack Asia TR market

By Charlotte Turner |

Burberry-Her-bottle-shot-lead

The Burberry Her distinctive bottle mimics the flacon of the very first Burberry scent which was launched in 1981.

Building on the success of Mr Burberry Indigo, which launched into travel retail in May this year, parent company, Coty, has released new female scent, Burberry Her in a global roll out from 1 October.

 

Coty and Burberry officially introduced the new scent to global bloggers, vloggers, influencers and journalists at London’s impressive Principal Hotel on Bloomsbury Square, London on Wednesday 10 October.

 

Markus Stauss, Coty VP Global Marketing Travel Retail told TRBusiness that when Coty gave its travel retail partners a preview of the fragrance earlier this year, the reaction was very positive; especially from its partners in Asia.

 

From the feedback received, Coty believes this gourmand fragrance, which is airy yet bursting with fruit, will appeal to Asian consumers, including those in Japan and Korea.

 

The new EDP is described by Burberry as a ‘vibrant, fruity and floral fragrance’ which was created by master perfumer, Francis Kurkdjian, who has worked on scents for both Burberry and Coty before.

 

Francis-Kurkdjian-Buberry-Her-Coty-perfumer

Francis Kurkdjian told TRBusiness that much of a scent’s creation should happen ‘inside the mind’ and outside of the lab.

MIND-MAPPING SCENTS

Kurkdjian told TRBusiness that after 25 years of working in perfumery, he has learned not to rush to the lab from the start of the process.

 

Instead he now prefers to spend more time mapping out the scent in his mind, before experimenting with ingredients.

 

“The challenge was to reinvent the gourmand and make it contemporary,” he said. “How can you make it different?”

 

In a press conference on 10 October, he said that Her Eau de Parfum by Burberry is unique because it is a ‘memorable signature’.

 

“To achieve that, you need a strong accord, an olfactive story that translates your vision. The combination of these sunburst berries and British spirit blended with the ambery musky accord brings this very unique signature. You can immediately recognise when someone is wearing it.”

 

Cara-Delevingne-Burberry-Her-Coty

The campaign stars British actress and model Cara Delevingne, photographed by Juergen Teller, in her home town of London.

THE CARA APPEAL

The campaign stars British actress and model Cara Delevingne – who has 41.3m followers on Instagram and 10.3m on Twitter – photographed by Juergen Teller, in her home town of London.

 

Delevingne recorded her own rendition of ‘Maybe it’s because I’m a Londoner’ – originally recorded by British singing comedy duo, Flanagan and Allen, during World War II – as the campaign’s accompanying soundtrack.

 

During an onstage interview with Kurkdjian, Simona Cattaneo, Chief Marketing Officer of Coty Luxury revealed that there will be bottle personalisation opportunities in select travel retail locations in the shape of an engraved gold charm which will adorn the flacon.

 

The actual bottle design is said to have been inspired by Burberry’s first fragrance, ‘Burberrys for Men,’ which launched in 1981.

 

On the evening of 10 October, Delevingne hosted a house party in London to celebrate the launch, with guests including Jourdan Dunn, Mary Charteris, Florence Clapcott, Phoebe Waller-Bridge, Claudia Lavender, Tashi Kwayie, De-Reece Grant, Joséphine de La Baume, Jamal Edwards and Lara Mullen.

 

“The townhouse was completely transformed and curated to include individually themed rooms including a British Pub. DJs Chloe Caillet and Josh Ludlow, and LION and Deep Throat Choir performed live on the night,” says Coty.

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