News- nowy Burberry London/zmiana nazwy klasyka

forevermore79 O nowym Burberry London- z cosmeticnews.com: 25.01.06, 19:36

"On the heels of its fragrant success with Burberry Brit, French company Inter
Parfums is banking on another hit with new checked-clad women’s line named
Burberry London set to hit shelves this spring. “We are hoping that [Burberry
London] will break the $100m mark in retail worldwide,” Burberry president
Marcella Cacci tells Cosmeticnews.com, adding that the launch is expected to
overtake the sales of the three-year old Brit. “Brit will lose some of its
ground but that is natural coming off the launches [but it] will remain an
important pillar in the portfolio,” she says, adding, “Right now Brit is the
biggest franchise - in 2005 Brit for women and Brit for men made up 42% of the
sales for 2005.”

Burberry London was made for the more sophisticated, older woman as opposed to
Brit which was conceived to capture the more playful, eclectic younger woman.
The floral fragrance, composed by Dominique Ropion from IFF, includes notes of
rose and honeysuckle at the opening, mingling into tiaré flower and jasmine in
the heart. The base includes notes of sandalwood and musk.

The bottle, wrapped in checked fabric designed by Fabien Baron in collaboration
with Burberry creative director Christopher Bailey, recalls the renowned
checked-codes of the Brit line. “[Brit] was a very iconic design. Our customer
has an emotional connection with the Burberry brand and […] it’s important to
have those icons and those references to the brand. Brit and London are very
close to the core of the brand and the brand’s DNA.” The checked pattern in
textured trompe-l’oeil effect is echoed in the outer packaging.

TV and print advertising, along with a strong sampling campaign and visuals at
points of sales will back the London launch. Cacci explains the three dimension
campaign: “We’ll have a spring campaign for the women, and then we’ll have a
men-only campaign [for the new men’s fragrance launching] in early fall and
then we’ll come back in the fourth quarter, our heaviest selling period with a
dual campaign and a dual commercial. It’s kind of a love story that the
consumer can follow,” Cacci hints. The visual was shot by Mario Testino and
stars UK actress Rachel Weisz.
The five-sku line comprises three EdPs, €74 (100ml), €53 (50ml), €36 (30ml) and
two ancillary products (Delicately Floral Shower Gel, €29, and the Delicately
Floral Body Lotion €30). Burberry London will rollout to 17,000 doors
worldwide, beginning in the US and UK from mid February, Europe in March and
Asia in April."
www.cosmeticnews.com/images/parfums/burberry_london.jpg
Kolejne powielenie kratki Burberry :-). Choc moze byc to interesujaca dosc
premiera.

forevermore79 I jeszcze art. z WWD.com: 27.01.06, 11:53

"Burberry's Olfactory Ode to London
By Brid Costello with contributions by Pete Born

LONDON — Burberry has London all wrapped up.
The brand, which launched the phenomenally successful Burberry Brit fragrance
in 2003, will introduce Burberry London, a women's scent, starting next month
with its licensee, Inter Parfums SA.
The new fragrance, which features a bottle swathed in Burberry's signature
plaid fabric, will be fronted by Rachel Weisz, who earlier this month picked up
a best supporting actress Golden Globe award for her role in "The Constant
Gardener."

Burberry London is the first new fragrance franchise to be created under Inter
Parfums' Burberry Fragrances division, which was formed last year and is headed
by Marcella Cacci.
"When we started to work on the concept, we wanted to embody the city of London
and celebrate the city of London," said Cacci at the scent's preview, held on a
fittingly gray and rainy morning in the British capital.
If the scent's ode to London is as successful as Brit, which embodied the
spirit of renewal at the storied fashion house, the brand could be on to
another winner.
"I think we can repeat the performance [of Burberry Brit]," said Philippe
Benacin, president of Paris-based Inter Parfums SA.

According to industry sources, that could see the new scent generating retail
sales in the region of $100 million in its first year.
Burberry's fragrance business overall has been on a skyward trajectory in
recent years, clocking up retail sales of about 400 million euros, or $491
million at current exchange, in 2005. Benacin forecast that figure could rise
to between 600 million euros, or $737 million, and 650 million euros, or $798
million, by 2008.
Boosting that growth will be the new fragrance, which is due to be joined by a
male counterpart in the fall as the second half of a master brand. Both the
women's and men's together could generate $140 million at retail, according to
estimates, meaning that the new London master brand could account for 27
percent of Burberry's fragrance business.
Cacci noted that the new arrival was created to mirror the brand's Burberry
London apparel line, a more youthful and commercial collection. Unlike Prorsum,
the line is not shown on the Milan runways.

"It's classic and modern with a spirit of elegance and glamour," she explained,
adding the client for the Burberry London fragrance is likely to be a little
older than the typical Burberry Brit wearer.
"If Brit was the ‘It' girl, this one will draw a more sophisticated customer,"
said Donald J. Loftus, president and chief executive officer of P&G Prestige
Products Inc. In the U.S., P&G is the fragrance distributor for Burberry and
Inter Parfum. He added that the London label is at the core of the Burberry
fashion business. By clothing the bottle in plaid fabric, the intention was to
refer to the company's roots in textiles.
"It stands for a modern but classic British attitude," agreed Burberry creative
director, Christopher Bailey, of the Burberry London line. "We really start
every project in the same way. We go down to the DNA and the true values of the
Burberry brand as it has an incredible history and culture."

The latest addition to the label's portfolio is meant to epitomize the Burberry
London style in a fragrance.
"When we developed the idea for a fragrance, we wanted it to be in sync with
the clothes, bags and the whole attitude around the collection," said Bailey.
To underscore the product's link to apparel, Fabien Baron and Bailey came up
with a rectangular heavy glass bottle that is covered with a swatch of Burberry
check. In addition, the scent's outer packaging features the check pattern as
well as a fabric label, like those found on Burberry London apparel. "It's like
having a piece of the brand," said Nicholas Munafo, executive vice president of
sales and marketing at P&G in New York.
"Fashion and fragrance are separate worlds, but are really one world," said
Cacci. "Linking the collection with fragrance was our way of merging those two
worlds."
To wit, Burberry London's advertising campaign is a stroll through that
universe. Shot by Mario Testino, it features a collage of black-and-white
photographs featuring Weisz in various London locations. She's pictured walking
by the Thames with British actor Ioan Gruffudd, for example, and buying
flowers. The ads also feature snaps of London's Big Ben, a palace guardsman and
the London Eye Ferris wheel, with handwritten notes and a shot of the Burberry
London bottle in color.
"We wanted it to feel like someone's scrapbook," said Cacci. "We created a
little love story."

Weisz, who has starred in films including "The Constant Gardener," "The
Mummy," "About a Boy" and "Stealing Beauty," was chosen not only for her
stunning good looks, but also for her approachability, said Bailey.
Weisz also appeared at a reception for U.S. beauty editors earlier this week.
"She embodies the spirit of the London woman," said Cacci. "She's a real
British beauty."
Industry sources estimate Burberry Fragrances will spend more than $25 million
promoting and advertising both the new women's and coming men's scents. The
campaign will include single-, double- and triple-page ads, breaking at the
launch and supported by a sampling drive, featuring vials and miniatures. A TV
campaign also is planned for the fourth quarter.

Burberry London's juice, concocted by Dominique Ropion of International Flavors
& Fragrances, is an elegant floral. It features top notes of rose, clementine
and honeysuckle. Heart notes include tiare flower, peony and jasmine, while
base notes are sandalwood, veil of musk and patchouli.
The eau de parfum will be available as 30-, 50- and 100-ml. sprays priced at 26
pounds, or $32; 37 pounds, or $45, and 52 pounds, or $64, respectively, in the
U.K. In the U.S., the 50-ml. size will retail for $56 and the 100-ml. version
will be priced at $76.
The line also includes Delicately Floral Shower Gel and Delicately Floral Body
Lotion. Both products feature natural ingredients, such as royal jelly, English
rose and tea extracts. Packaged in 150-ml. bottles, they will be priced at 22
pounds, or $27, and 24 pounds, or $29.50, respectively.

The new women's scent will bow in the U.K. and U.S. next month. The British
launch will consist of an exclusive at Selfridge's. In the U.S., the first wave
of distribution will include the 31 Burberry boutiques, Saks Fifth Avenue,
Bloomingdale's, Bergdorf Goodman and Neiman Marcus for an initial total of 350
doors. The second round, focusing on department stores, will hit April 1.
Munafo said the total distribution will add up to 1,250 doors by the end of the
spring.
Plans are in the works, he added, to stage an in-store appearance by Weisz
sometime during the spring season. P&G does not break out sales projections,
but according to industry sources, P&G is shooting for $35 million in retail
sales, or a top-five ranking, for the women's scent this year in the U.S.
During an earlier interview in New York with Loftus and Munafo, Cacci pointed
out that London answers an olfactory need. "We didn't have a big floral in the
line," she said."

Drzewko
Od najstarszego
Od najnowszego

forevermore79 O nowym Burberry London- z cosmeticnews.com: 25.01.06, 19:36

"On the heels of its fragrant success with Burberry Brit, French company Inter
Parfums is banking on another hit with new checked-clad women’s line named
Burberry London set to hit shelves this spring. “We are hoping that [Burberry
London] will break the $100m mark in retail worldwide,” Burberry president
Marcella Cacci tells Cosmeticnews.com, adding that the launch is expected to
overtake the sales of the three-year old Brit. “Brit will lose some of its
ground but that is natural coming off the launches [but it] will remain an
important pillar in the portfolio,” she says, adding, “Right now Brit is the
biggest franchise - in 2005 Brit for women and Brit for men made up 42% of the
sales for 2005.”

Burberry London was made for the more sophisticated, older woman as opposed to
Brit which was conceived to capture the more playful, eclectic younger woman.
The floral fragrance, composed by Dominique Ropion from IFF, includes notes of
rose and honeysuckle at the opening, mingling into tiaré flower and jasmine in
the heart. The base includes notes of sandalwood and musk.

The bottle, wrapped in checked fabric designed by Fabien Baron in collaboration
with Burberry creative director Christopher Bailey, recalls the renowned
checked-codes of the Brit line. “[Brit] was a very iconic design. Our customer
has an emotional connection with the Burberry brand and […] it’s important to
have those icons and those references to the brand. Brit and London are very
close to the core of the brand and the brand’s DNA.” The checked pattern in
textured trompe-l’oeil effect is echoed in the outer packaging.

TV and print advertising, along with a strong sampling campaign and visuals at
points of sales will back the London launch. Cacci explains the three dimension
campaign: “We’ll have a spring campaign for the women, and then we’ll have a
men-only campaign [for the new men’s fragrance launching] in early fall and
then we’ll come back in the fourth quarter, our heaviest selling period with a
dual campaign and a dual commercial. It’s kind of a love story that the
consumer can follow,” Cacci hints. The visual was shot by Mario Testino and
stars UK actress Rachel Weisz.
The five-sku line comprises three EdPs, €74 (100ml), €53 (50ml), €36 (30ml) and
two ancillary products (Delicately Floral Shower Gel, €29, and the Delicately
Floral Body Lotion €30). Burberry London will rollout to 17,000 doors
worldwide, beginning in the US and UK from mid February, Europe in March and
Asia in April."
www.cosmeticnews.com/images/parfums/burberry_london.jpg
Kolejne powielenie kratki Burberry :-). Choc moze byc to interesujaca dosc
premiera.
forevermore79 I jeszcze art. z WWD.com: 27.01.06, 11:53

"Burberry's Olfactory Ode to London
By Brid Costello with contributions by Pete Born

LONDON — Burberry has London all wrapped up.
The brand, which launched the phenomenally successful Burberry Brit fragrance
in 2003, will introduce Burberry London, a women's scent, starting next month
with its licensee, Inter Parfums SA.
The new fragrance, which features a bottle swathed in Burberry's signature
plaid fabric, will be fronted by Rachel Weisz, who earlier this month picked up
a best supporting actress Golden Globe award for her role in "The Constant
Gardener."

Burberry London is the first new fragrance franchise to be created under Inter
Parfums' Burberry Fragrances division, which was formed last year and is headed
by Marcella Cacci.
"When we started to work on the concept, we wanted to embody the city of London
and celebrate the city of London," said Cacci at the scent's preview, held on a
fittingly gray and rainy morning in the British capital.
If the scent's ode to London is as successful as Brit, which embodied the
spirit of renewal at the storied fashion house, the brand could be on to
another winner.
"I think we can repeat the performance [of Burberry Brit]," said Philippe
Benacin, president of Paris-based Inter Parfums SA.

According to industry sources, that could see the new scent generating retail
sales in the region of $100 million in its first year.
Burberry's fragrance business overall has been on a skyward trajectory in
recent years, clocking up retail sales of about 400 million euros, or $491
million at current exchange, in 2005. Benacin forecast that figure could rise
to between 600 million euros, or $737 million, and 650 million euros, or $798
million, by 2008.
Boosting that growth will be the new fragrance, which is due to be joined by a
male counterpart in the fall as the second half of a master brand. Both the
women's and men's together could generate $140 million at retail, according to
estimates, meaning that the new London master brand could account for 27
percent of Burberry's fragrance business.
Cacci noted that the new arrival was created to mirror the brand's Burberry
London apparel line, a more youthful and commercial collection. Unlike Prorsum,
the line is not shown on the Milan runways.

"It's classic and modern with a spirit of elegance and glamour," she explained,
adding the client for the Burberry London fragrance is likely to be a little
older than the typical Burberry Brit wearer.
"If Brit was the ‘It' girl, this one will draw a more sophisticated customer,"
said Donald J. Loftus, president and chief executive officer of P&G Prestige
Products Inc. In the U.S., P&G is the fragrance distributor for Burberry and
Inter Parfum. He added that the London label is at the core of the Burberry
fashion business. By clothing the bottle in plaid fabric, the intention was to
refer to the company's roots in textiles.
"It stands for a modern but classic British attitude," agreed Burberry creative
director, Christopher Bailey, of the Burberry London line. "We really start
every project in the same way. We go down to the DNA and the true values of the
Burberry brand as it has an incredible history and culture."

The latest addition to the label's portfolio is meant to epitomize the Burberry
London style in a fragrance.
"When we developed the idea for a fragrance, we wanted it to be in sync with
the clothes, bags and the whole attitude around the collection," said Bailey.
To underscore the product's link to apparel, Fabien Baron and Bailey came up
with a rectangular heavy glass bottle that is covered with a swatch of Burberry
check. In addition, the scent's outer packaging features the check pattern as
well as a fabric label, like those found on Burberry London apparel. "It's like
having a piece of the brand," said Nicholas Munafo, executive vice president of
sales and marketing at P&G in New York.
"Fashion and fragrance are separate worlds, but are really one world," said
Cacci. "Linking the collection with fragrance was our way of merging those two
worlds."
To wit, Burberry London's advertising campaign is a stroll through that
universe. Shot by Mario Testino, it features a collage of black-and-white
photographs featuring Weisz in various London locations. She's pictured walking
by the Thames with British actor Ioan Gruffudd, for example, and buying
flowers. The ads also feature snaps of London's Big Ben, a palace guardsman and
the London Eye Ferris wheel, with handwritten notes and a shot of the Burberry
London bottle in color.
"We wanted it to feel like someone's scrapbook," said Cacci. "We created a
little love story."

Weisz, who has starred in films including "The Constant Gardener," "The
Mummy," "About a Boy" and "Stealing Beauty," was chosen not only for her
stunning good looks, but also for her approachability, said Bailey.
Weisz also appeared at a reception for U.S. beauty editors earlier this week.
"She embodies the spirit of the London woman," said Cacci. "She's a real
British beauty."
Industry sources estimate Burberry Fragrances will spend more than $25 million
promoting and advertising both the new women's and coming men's scents. The
campaign will include single-, double- and triple-page ads, breaking at the
launch and supported by a sampling drive, featuring vials and miniatures. A TV
campaign also is planned for the fourth quarter.

Burberry London's juice, concocted by Dominique Ropion of International Flavors
& Fragrances, is an elegant floral. It features top notes of rose, clementine
and honeysuckle. Heart notes include tiare flower, peony and jasmine, while
base notes are sandalwood, veil of musk and patchouli.
The eau de parfum will be available as 30-, 50- and 100-ml. sprays priced at 26
pounds, or $32; 37 pounds, or $45, and 52 pounds, or $64, respectively, in the
U.K. In the U.S., the 50-ml. size will retail for $56 and the 100-ml. version
will be priced at $76.
The line also includes Delicately Floral Shower Gel and Delicately Floral Body
Lotion. Both products feature natural ingredients, such as royal jelly, English
rose and tea extracts. Packaged in 150-ml. bottles, they will be priced at 22
pounds, or $27, and 24 pounds, or $29.50, respectively.

The new women's scent will bow in the U.K. and U.S. next month. The British
launch will consist of an exclusive at Selfridge's. In the U.S., the first wave
of distribution will include the 31 Burberry boutiques, Saks Fifth Avenue,
Bloomingdale's, Bergdorf Goodman and Neiman Marcus for an initial total of 350
doors. The second round, focusing on department stores, will hit April 1.
Munafo said the total distribution will add up to 1,250 doors by the end of the
spring.
Plans are in the works, he added, to stage an in-store appearance by Weisz
sometime during the spring season. P&G does not break out sales projections,
but according to industry sources, P&G is shooting for $35 million in retail
sales, or a top-five ranking, for the women's scent this year in the U.S.
During an earlier interview in New York with Loftus and Munafo, Cacci pointed
out that London answers an olfactory need. "We didn't have a big floral in the
line," she said."

Najnowsze z forum O perfumach

Zaloguj się