Beauty

Published: Wednesday September 3, 2014 MYT 12:45:00 PM
Updated: Wednesday September 3, 2014 MYT 12:58:00 PM

From Burberry to you

A personal scent from the luxury brand.

Burberry has just launched My Burberry, its new timeless fragrance for women.

Created by Burberry chief creative and chief executive officer Christopher Bailey, My Burberry takes its name from the affectionate way in which people refer to their Burberry trench coat. Inspired by a London garden after the rain, the scent is the ultimate expression of the brand’s past, present and future.

The glass bottle, based on the same design principles and craftsmanship as the Burberry trench coat, features a hand-tied ribbon knot made from English-woven gabardine honouring the trench coat fabric, and a horn-effect cap reminiscent of the buttons.

A dedicated My Burberry make-up look has been created by Burberry make-up artistic consultant Wendy Rowe.

Audiences will be able to make the My Burberry bottle and marketing campaign entirely their own through the brand’s most personalised physical and interactive campaign to date. Customers will be able to physically personalise their My Burberry bottle with up to three initials through a monogramming service available on Burberry.com and selected Burberry and wholesale stores.

Thanks to smart phone technology, fans can also interact with the campaign on digital billboards at selective sites from London to New York, to personalise and project a giant My Burberry bottle with their initials. Live mapping directions will then guide them to the nearest Burberry store where they can purchase their monogrammed My Burberry bottle. Users can also share their bespoke bottle across social media platforms including Facebook, Pinterest, Twitter, Sina Weibo, Google+, Youku, QZone 4OD, whereby the My Burberry TV campaign can be personalised, ending the advert with a monogrammed My Burberry bottle with their own initials appearing on screen using innovative technology.

Dedicated My Burberry takeovers will take place in key retailers around the world including Selfridges London and Sephora Champs-Élysées, where customers will be able to create their own virtual monogrammed bottle on large screens, which they can then have produced in store.

Taking this concept further, users globally can monogram their own virtual My Burberry bottle within interactive advertising across Google’s network, and share it on Facebook, Twitter, Pinterest and Instagram.

For the first time, longstanding Burberry models are appearing together in the ad campaign. Mario Testino shot British icons Kate Moss and Cara Delevingne wearing their Burberry Heritage trench coats.

I Put A Spell On You performed by British musician Jeff Beck featuring Joss Stone, is the soundtrack to the campaign.

Tags / Keywords: beauty, Kata Moss, Cara

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