Burberry Adds A New Fragrance To Roster

Filed Under: Business Blitz Fragranz!

News of companies growing instead of shrinking is always great to hear.

Burberry is expanding its Burberry Sport apparel line to include fragrances next year.

Burberry's CEO, Christopher Baily, said:

"We had the whole world of sport, but we didn't have the fragrance. [It's nice to be] able to see the 360 of [Burberry] Sport… Burberry Sport is not just about the technical sports. Yes, we have a very big history in expeditions and aviation and horse riding and skiing. It's about how we can integrate sport into fashion, [too]. That crossover is what we're doing with the clothes."

And it's what they're doing for fragrance, too. Bailey adds, "All the branding goes back to the label of the clothes. I wanted it to feel like it was a sport action even in your hand."

Consequently, the packaging used rubberized materials and graphic logos. The bottles are rectangular with a soft finish. The Burberry sport logo and a red rubber band (which doubles as a bracelet) adorn the outer packaging.

And as far as the actual fragrance itself, Bailey says they "wanted it to feel like there was movement in the scent. I kept saying I wanted it zingy; I wanted to feel alive; I wanted to feel like it's jumping."

The perfume and cologne will be available next year. Can't wait to catch a whiff!

[Images courtesy of Burberry.]

Posted: December 11, 2009 at 5:30 pm